Carol Vernallis Experiencing Music Video: Aesthetics and Cultural Context
Just like other theorists that saw a huge difference between music videos and films, Carol Vernallis closely studied the editing and camerawork in music videos and films. She argues that the edits in music videos are more frequent than films and that this provides more disjuncture to the video. However the more frequent editing tends to have rhythmic relationship with the lyrics in the song and the apart of the reason why music videos have so much editing in them is so that the audience can establish a visual feel of the song. According to Vernallis, here are her main points about music videos:
- The usual rules of continuity editing are broken in order to draw attention to what is on screen.
- Edits may be really obvious to draw attention to themselves, such as wipes and special effects are added. This key element are usually used to represent the artist, these effects are often corresponding to the artist image and reflect the character they portray in the media and used to brand them.
- Jump cuts are often used: to keep the viewers intrigued in the video and to show certain images and footage that represent the artist in a particular way.
- A base track, or in other words a master shot, is frequently used to give the a structure: In this scenario, the base track is used to show the different locations and setting that the artist decided to use. In this video, we see a great use of many Islands. This could interpreted as a symbolic expression of the artist, Nicki Minaj, representing herself as a free artist and having the physical and mental ability to willing to express herself how she wants to.
- The camera may move in time with the music: This is to follow the rhythm of the music and keep the audience engaged with the video.
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