Multiple videographies: from promotional documentaries to music videos of Andean popular music in the Peruvian videosphere

In the Peruvian videosphere, there is a mixture of "on-demand" productions that promote cities and tourist destinations as well as Andean and cumbia music groups. The promotional nature of these productions leads us to an aspect of audiovisual practices that is commonly devalued in film criticism as mainly a product of advertising or institutional interest. This chapter proposes an exploration of the different forms of the promotion in these video practices from a performative perspective that considers film and videomaking comprising ilocutive and perlocutive forces embedded in the audiovisual layers. Starting from a first case regarding a promotional documentary in the city of Huanta, Ayacucho, we will explore these promotional and performative aspects in cases of Andean folk music videos in Peru.