Research - Carol Vernallis's theory

After analysing music videos closely and studying the editing and camera work, Vernallis noticed that more edits are included in music videos than in films. They break apart so that they are more entertaining to view as there is more to view. This is done as the edits are cut to the rhythm/beat also known as 'rhythm editing' which connects the shots to the song. In films, editing is called 'Invisible art' in Hollywood, as you do not notice them, and are following a story without a hitch. However the edits are very visible in music videos.


Her observations include: 


Continuity editing:
Broken edits to draw attention to the screen and what is happening.

Edits: 
Allowed to draw attention to themselves deliberately to be interesting e.g. special effects and wipes.

Jump cuts:
Used a lot to speed things up - Songs are usually only around 2-4 minutes!

Master shot:
Also known as the base track, gives the video structure.

Camera:
Usually moves in time with the music to give more rhythm.

Wretch 32 ft. Example - This video is an example of Vernallis's theory. It includes edits such as special effects such as slow motion in the flying trainer scene, and from 1.50-1.53, with the people on bikes when jump cuts are visible to make the journey faster and more interesting.

Another Wretch 32 video, 'Don't go' shows varnalli's theory of moving camera work. For instance in this video, the camera is still when the music starts, as its quite slow and there is no rapping. However when he starts to walk, the camera moves with him as the music plays and the video gets more movement as it goes on.

This Jennifer Lopez ft. Pitbull video shows continuous editing. From 2.00 - 2.20, I counted around 30 transition edits. This is a good example of the editing following the music as you can clearly see the pace change when the music changes, and emphasises the dancing and make it exciting.