Carol believed that the usual rules of continuity editing are broken in a music video to maintain the interest of the viewer for a short about of time. There are often several jump cuts and unless there is some narrative in the video, it doesn’t follow a regular structure. The use of jump cutting makes a video exciting as the use of change or scenery and angles in a video is crucial in entertaining the audience as well as making the artist look good.. The use of edits are different, as special effects are more likely to be used, the camera is often handheld and edits cut to the beat of the music. There are also several close ups of the artist throughout, the artist usually makes lots of eye contact with the camera to engage the audience and make them feel almost connected and closer to the artist. Another typical aspect of a music video is the use of base track, whereby the video cuts back several times to the artist in a particular place or style throughout the video despite the change going on around the clip.
An example of a video with a base track is Jessie J - Price Tag
The base track of this video is the close up shot of the artist with the blue background. This shot is used repeatedly throughout the whole video and this is the concept that Carol Vernallis explores in here theory.
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