Short summary on Vernalis's Theory
Vernalis released a book titled 'Experience Music Video: Aesthetics and Cultural Context' in this book she discusses the importance of camera work and editing within music videos.
Vernalis studied camerawork and editing within music videos. Vernalis came to the conclusion that frequent edits were used much more regularly in music videos than in other types of screen media, such as TV/Commericals etc.
Vernalis said that the higher the frequency of the edits, it makes the shots stand out faster to the audience, and this in return gets them attached and hooked onto the song/music video. Disjuncture is the main type of relation the music video has with its lyrics.
The frequency of the change in shots usually is in sync with the beat/tempo of the song.
Vernalis also stated the following
- Fast jump cuts and transitions
- the camera is never static
- plenty of continuity editing
- frequent use of base tracks to cut back to
the video below is a perfect example of Vernalis' theory
It is full of jump cuts, strobe lighting and the camera is never static, in fact the camera gives the audience an interactive feel as if they are also there.
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