Research: Carol Vernalis theory - Editing in music videos

Carol Venallis created a book called ‘Experiencing Music video: Aesthetics and Cultural context’ which underlines editing techniques used in Music Videos.  Carol found that edits appear more often music videos which break’s the rule of continuity. The edits are more noticeable to the audience and therefore attracts the audience to watch their performance. These edits could be wipes, fast zooms, fades etc. In addition Venallis suggest that editing to the beat will be most often be used. Meaning that ever time a beat occurs there would be a sudden change in shots. Jump cuts in music videos is a recurring theme, which sometimes the audience watching a music video may not notice because it appears ever so often.

Venallis states that there are specific shot that constantly appear, these are called base track. Base tracks structure the music video and are the song is edited around it. 

In some music videos, mostly seen in the illustration videos, the camera will move in time with the artist. This usually happens when the artist is dancing in the shot.

Music video that I have chosen that represents this is little Mix - Wings

 

In the this music video it clearly demonstrates different effects as there are split screens are the individual members. There is editing to the beat as each time the beat drops there is a jump cut and we are eithered moved to a different setting, where the artisit is wearing different clothing, or we jump to a different member of the group. The pace of the editing in this video is fast, as it used to keep intime with the music.

 

 

 

Demonstartion of Editing in Wings - slide show