After studying editing and camera work Carole Vernalis observed that edits in music videos come much more frequently than they do in films. Also many stand out as disjuncture and their editing seems to have a rhythmetic basis closely connected to the song. She believes that the usual rules of ‘continuity’ editing are broken in order to draw attention to what is on the screen. Edits which are obvious are added to draw attention to themselves, such as wipes and special effects added, there is also a frequent use of jump cuts throughout the videos. In order to give the music videos structure she believes that there is a master shot (base track) which is often used. Another of her observations includes the camera moving throughout the video with the music.
Examples
Continuity editing broken is shown in ‘Run The World’ by Beyonce as the music video has used very fast edits and many jump cuts in order to grab the viewer’s attention.
A master shot has been used in ‘Jar of Hearts’ by Christina Perri, where every now and again the video would go back to a medium shot of her in a white background of smoke.
Editing is used in ‘Good Girl’ by Alexis Jordan in a ways that matches the rhythm of the song and all the cuts in the music video are in time with the beat of the song which works very effectively.
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