Carol Vernallis

Carol Vernallis: Experiencing music video: Aesthetics and cultural context.

Carole Vernallis studied editing and camerawork closely in music videos. She observed that edits in music video come much more frequently than in film. She also noticed that many stand out as disjuncture and that editing seems to have a rhythmic basis closely connected to the song.

• The usual rules of ‘continuity’ editing (editing usually found in classic broadcast fiction) are broken in order to draw attention to what is on the screen.
• Edits may be really obvious to draw attention to themselves such as wipes and special effects added – Jump cuts are often used.
• A master shot (basetrack) is frequently used to give the video structure.
• The camera may move in time with the music.

Rihanna ft Calvin Harris – We found love http://www.youtube.com/watch?v=tg00YEETFzg

Base track shows her in one room singing and ends with her sitting in the corner to express the effects of the relationship.

Lots of jump cuts, 

Slow motion breaks continuity but matches rhythm of the song.