Research for Music Video

A short summary of the main points of Vernalis's theory;

Vernallis’ theory claims that the editing in music videos are much more faster and more frequent than the editing of a film. Vernallis believes that edits are made in music videos in order to draw attention amongst the viewer. The fast edits are there to make the viewer feel more gripped into the video to find out what may happen in the scene.

Music videos often use master shots in order to suffice the verse/chorus/verse structure. This means that the video will always go back to a particular scene when the lyric content reaches its chorus each time.

She also believes that edits are made in accordance with the beat, in order to give the impression that the singing is live and well lip-synced.

Examples of Carol Vernallis' theory:

• Fancy edits/cuts
• Change of pace in cuts
• Cutting and changing shot/angles in accordance to lyrics
• Breaks of the 30 degree rule
• Breaks of the 180 degree rule
• Various transitions

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Example 1

Wretch 32 ft. Example - Unorthodox

This video is an example of Vernallis' theory as it shows lots of different cuts within the video, and also shows time lapses.

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Example 2

Wretch 32 ft. Josh Kumra

This video is an example also as it shows advanced editing skills, for example when 'wretch 32' slowly appears on the wall in the video. Also the in the video, the singer is singing in time with the audio soundtrack, this gives us the feeling that it is live.

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Example 3

Tinie Tempah ft. Labrynth - Frisky

In this video, all of Vernallis' theories are shown. Fancy edits, Fast cuts, Times lapses...the list goes on and on...