Research: Carol Vernalli's Theory

Carol Vernallis studied music videos in terms of editing and camerawork. She recognised that editing was more frequent in music videos than in film and often fitted with the rhythm of the song.

• Base tracks are constantly used to give an specific structure to the music video
• The camera moves in time with the music/beat
• Jump cuts are used regularly contradict the pace of the song, and keep the audience engaged
•  Some edits such as transitions and wipes are obvious to draw attention
• 'Continuity' editing rules are not followed to draw attention to what is on screen

In Missy Elliot Work It video, obvious edits has been used as soon as the clip begins. Slow motion was used when the man in the video picked up the phone.

The use of jump cuts often cut to a rapid like in ‘Glad You Came’ by The Wanted, in the first 20 to 30 seconds edit is cut to the raid beat of the song. 


In the song Jessie J- Price Tag, the camera moves with the lyrics. This is when Jessie J says "Everybody moves to the left" and the camera moves to the left and then to the right when she says "Everybody move to the right".