[RESEARCH] Carol Vernallis: Experiencing Music Video

Carol Vernallis Experiencing Music Video:
Aesthetics and Cultural Context (2004)

After having carefully studied editing and camerawork closely in music videos, Carol Vernallis observed that edits in music videos came much more frequently than in film. She also noted that many stand out as disjuncture and that the editing seems to have a rhythmic basis closely connected to the song.

The main points of her observations are summarized below:

• The usual rules of "continuity" editing does not apply to music videos. This is done because montage editing can draw the attention of a viewer much more than continuity editing.
• Many music videos use obvious edits (jump cuts) and special effects so as draw the attention of the viewer.
• A master shot (base track) is frequently used to give the video structure.
• The camera often moves in time with the music.

In conclusion all the techniques that music videos use are primarily for one reason: to entertain the viewer. The more entertained the more likely they are to enjoy the song and buy an album (which is what music videos are all about). An example of a music video that uses all of Carol's techniques is below: