Vernallis theory

Carol Vernallis studied editing and camera work closely in music video's. When watching the music video's she compared them to films. Vernallis then concluded and observed that there are much more edits in a music video's than there are in films, plus the editing has a rhythm to it as it is in sync with the song.

The main points that Vernallis observed are:   

1. Continuity editing is broken, when we watch any type of show, documentary or film on the television there is continuity of what happens next and there is a flow and structure so that the particular program makes sense. however in music video's these are broken for example 'Fly' by Nicki Minaj ft Rhianna 
2. Edits In the music video are very plain, clear and obvious to see in order to draw the audience's attention. Things like wipes, large fonts, animations and special effects are used to do this an example of this is large fonts and special effects are Kanye West 'All of the lights'
3. A bass track is always used on a regular basis so that the video can have some sort of structure and the  camera may also move in time with the music while a load of jump shots are used.