Carol Vernallis (theorist) is known for her theory based on music and editing. She studied editing and camerawork closely in music videos. She found that edits in music videos are more sharp and more frequent than in film. The edits are in disjuncture to create effect and are closely connect to the song. The editing seems to follow the rhythm of the song. The rules of continuity editing is broken down so that edits may be highly visible to attract the viewers. Edits such as jump cuts, breaks, fancy edits or jumps in time and fast/slow motion are used a number of times. The pace of the edits and shots are not in smooth transition because the majority of clips may have to move in time with the music. A base track is used to give the video a structure and so that the camera may move in time with the music. The video is a visual response to the music.
The edits in Cher Lloyd's music vide Swagger Jagger are clearly sharp and noticeable. This video has plenty of graphics added, green screen is used at some parts of the video when she is with her dancers and there's a white background.
http://content.presentationengine.com/preview.php?pid=104388&key=1154df1e03fc332099cb7dab0cf9dff2
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