Carol Vernallis studied editing and camerawork in music videos. The main idea behind her theory is that music videos don’t contain continuity editing and the ‘rules’ of continuity editing are often in fact, ‘broken’. The purpose of this is to draw attention to the action on the screen as a way of encouraging the viewer to view it more than once. This is done by having edits such as Jump Cuts as well as special effects which are made ‘obvious’ . She also finds that the editing matches the rhythm of the beat in the song. Furthermore, she believes that master shots are often used to provide the video with a structure.
Jump Cuts – DJ Khaled – They Don’t Love You No More
An example of Jump cuts being used in music videos is ‘They Don’t Love You No More’ by DJ Khaled. The purpose of the Jump Cuts is to show
Slow Motion - August Alsina – Make It Home ft Young Jeezy
Slow motion is used in the video for ‘Make it home’ by August Alsina. The slow motion is of the main artist, August Alsina, running through the neighbourhood as he sings about the struggles of living around crime. The purpose of the slow motion and the rewind effect is to educate the audience on how you can end up being in trouble with the law and to show that you should take time to consider your decisions.
Special Effects - B.o.B – Nothin’ On You ft Bruno Mars
Special effects are a main thing throughout this video where we see the performers are like a cut out of a magazine. The purpose of this is to give the music video a comical feel.
Base Tracks – Logic – Nasty
Use of base tracks in the edit are evident where Logic is in the abandoned warehouse and beside the railing on a bridge. These base tracks connect with the lyrics which speak about the struggles of life and growing up around crime.
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