In 2004, Carol Vernallis (studying editing and camera-work of music videos) proposed a theory as a result of her observations. Her main point stating that editing is much more frequent in music videos than in regular film, due to connecting the image to the rhythm of the song, making the overall video disjunctive.
She also pointed out other conventions of music videos, including:
- Jump cuts are used frequently
- Edits are purposely made obvious to the audience in order to draw attention (special effects, text, etc)
- Camera moves in time with the music/beat
- Rules of continuity are broken so that it grabs attention of what is on screen
A current music video which supports Carol Vernallis' theory and proves that these conventions are often used is 'Jason Derulo - Talk Dirty'...
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