Carol Vernallis published a book called ‘Experience Music Video: Aesthetics and Cultural Context’. In this book Vernallis studied editing and camerawork closely within music videos. She observed and state that edits in music video are more at a frequent rate then other conventional video forms such as Film. Vernallis also stated that many stand out as disjuncture, but also the editing seemed to match the rhythmic beat of the music in terms of cutting on the beat.
- The rules of continuity which are usually followed in film are broken throughout music videos to grab attention of the viewer and make them more interesting.
- Special effects and edits in-between shots are often going to be more noticeable in music videos as the lack of conversation leads to the viewer wanting to see more on the screen as they are not so distracted by characters, plots and speech.
An Example is Rihanna - Rude Girl
- Many more jump cuts are used, which agrees with her earlier statement about the rules of continuity being broken.
- Base tracks also might be used, creating a layer which the video frequently goes back to, usually in the chorus.
An Example is Mark Ranson - The Bike Song
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