RESERACH - Carol Vernallis's Theory

Carol Vernallis closely studied editing and camerawork in music videos. She highlighted the fact that edits occur much more frequently than in films and that they stand out as disjuncture. Also, that the editing is often closely connected to the song in terms of rhythm.
Here are some of the main points she observed:

* Jump cuts are commonly used
* Edits may be blatant and obvious in order to draw attention(e.g.: wipes and special effects added)
* The rules of continuity editing are broken to draw attention to what is on screen
* The camera may move in time with the beat/rhythm
* A master shot (also called base track) is used to give the video a structure

Katy b Ft. Miss Dynamite – Lights on. I chose this video to display the rule of continuity editing being broken. It contains a numerous number of jump cuts which keeps the pace of the video up engaging the viewer.

Tinie Tempah – Trampoling. I chose this video to show camera movement and editing with the beat/rhythm of the song. It makes it very energetic and exciting which matches the sound of the track. This is a clever way of ensuring the viewer keeps their eye on the screen as it is fast and intriguing to watch.

Rizzle Kicks – Down with the trumpets. This video has a number of base tracks/master shots. This use of repetition creates a sense of sequence.