Research - Carol Vernalis

Vernalis studied editing and camerawork in music videos very closely. She oberserved music videos and concluded that they differed from films in a number of different ways, especially in regards to editing and camerwork. Continuity editing is usually used in films to create a natural flow and a sense of realism whereas continuity editing is broken (montage editing) to draw attention to things that may be happening on the screen. Obvious edits such as jump cuts, wipes and special effects are often used. In Chris Browns ‘Sweet Love’ music video, wipes and jump cuts are included. The wipe makes the transition more interesting rather than a usual cut from shot to shot which is something we would typically see in film and TB. MV are only 2-4 minutes long so not only does a jump cut speed up the time of the subject walking down the street but it draws attention to the close up of his face, satisfying his target audience of teenage girls and young women  

 Vernallis that base tracks or Master tracks are shots from the MV that are frequently shown in the MV which gives it structure. In Emile Sandes ‘My Kind of Love’ video, the tracking shot of her walking through a hospital corridor is referred to throughout the video. Vernalis also claimed that the camera may often move in time with the editing but that the speed of the edit is often manipulated through slow motion and other effects.

http://www.youtube.com/watch?v=r_siYfZDh5w (Link to Emile Sande - My Kind Of Love)