Research for Music Video: Vernalis's theory

Carole Vernallis studies into camerawork and editing into music videos has lead her to believe that edits in music video's come much more frequently than in film.

- The usual rules of continuity editing are broken in order to draw attention to what is on screen.

- Edits may be really obvious to draw attention to themselves, such as wipes and special effects added.

The special effects in this video; Luv Dem Gun Sounds - Waka Flocka Flame, are used to emphasize the theme of murder in the video, shown by the scenes and lyrics. The red color in the effect signify's blood, while the black signify's death.  

- Jump cuts are often

- A master shot (base track) is frequently used to give the video a structure.

[ Base track's add structure to video and act as a reference point. The image above is from the song 'Beamer, Benz or Bentley - Lloyd Banks ft Juelz Santana, the base track consists of a plain white background, one of the cars the lyrics are based on and the artist. This shot acts as the spine for the other scenes to branch off of, always maintaining that the artist(s) are the most important thing in the video.]

- The camera may move in time with them music
















In the above video; Wild boy - Machine Gun Kelly ft Waka Flocka Flame, we see at the 44 second mark on wards  the camera moves with the beat, it emphasizes the onscreen action, which is important in promoting the artist which is the main purpose of the music video.