- The tradition of continuity editing seen in film and TV is broken so the consumers attention is drawn to the screen;
- Edits may be really obvious to the consumers as to draw attention to itself. (E.G. Special effects)
- Unlike films and TV, MV's use jump cuts rather match cuts.
- The camera may move with/to the tempo of the music but it is most likely for the edits/cuts to follow the tempo, on the on beats of the song.
- A master shot/base track is used to give the MV a structure
Rizzle Kicks 'Lost Generation'
Jump Cuts - When he's making breakfast
Dancing as a group
Most cuts were within the house
Slow Motion - When he jumped on the sofa
When the woman was dancing
When the extra was break dancing
Obvious Edits - Using the phone, watching themselves on YouTube
The smashed camera effect at the end of the video
TV scene, watching themselves on the TV
Opening texts at the beginning
Camera Moving in Time With Music - Shaky camera movement
Edit on the offbeat
Follows the artists actions than the pace of the song
Camera tilts
Sometimes the scene moves not the camera
Artists Making Eye Contact With the Camera - More eye contact when the artists aren't part of the narrative
Extras don't look into the camera
Repeat Shots of the Artist/Performer - All the locations were repeated
Use of Tracks - 6 Base tracks
Big Brother chair scene
X Factor scene
Sofa scene
In the kitchen scene
The park scene
The car park scene
Editing in Time With Beat of Song- Mostly edited to the beat but at times it's edited to the off beat. (Disjuncture)
Edits match the tempo of the song
Other MV's which follow Vernallis Theory on Music Videos
Donaeo 'Pow'
The Police 'Every Breathe You Take'
The fades match the tempo of the song.
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