Carol Vernalli found out that the edits in music vidoes happen more often than edits in film that they may stand in as a distraction and that in a music video the editing seems to always be connected with the song in terms of the rhythm matching the edits.
With her observations Vernallis found out that, rules of the continuity are separated so it can draw attention to what is on the screen. Some of the edits used may be done deliberately in order for them to be noticed such as wipes and swoops, along side the special affects. Jump cuts are used quiet often. Base tracks are used as well to give the video some structure so it doesn’t look like the artist is just in one place but in a different set of places. Lastly, the camera often moves in time with the music.
An example that shows her main ideas is Just jack “Mary-Jane” where, base tracks are used: 1. Where the artist is sitting on the chair, 2. when he is in space and part of the narrative and 3. The graffiti wall. Repeated shots of the artist are shown whilst he is making continuous eye contact with the audience. There are many jump cuts in this video, one example is where he is standing up and the next minute he had already walked across to the other side of the screen.
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