TAMARA AKOTUAH: Research For Music Video - Vernalis's Theory

Carol Vernallis's Theory highlights the idea that music videos tend to use a lot more edits than in film. This may stand out as disjuncture. Traditionally  music videos would look natural however nowadays editing is obvious and used to give deliberate effects. Base tracks are used to frequently give the video structure, the camera may move in time with the music.

An example of a music video which explores and demonstrates Vernallis theory is Ciara- Love Sex Magic. A lot of edits and effects are used to deliberately add to the music video.
Within my group work I can use Carol Vernallis theory to explore interesting ways we can use editing to create an engaging, exciting music video. For example having obvious edits and jump cuts to create dimensions, or even the use of lightening like Ciaras- Love Sex Magic video.