Carol Vernallis- And What She Thinks
Media Language
Carol Vernallis studied editing and camerawork in music videos. She observed that the edits in music videos came more frequently than edits in films. She said that many stand out as disjuncture and editing seems to rhythmic basis closely connecting to the song.
Her main points of observations were:
- The usual rules of 'continuity' editing are broken so that viewers are drawn to what is on screen.
- Edits may be very obvious to draw attention to themselves: for example wipes and special effects
- Jump cuts are often used in music videos
- A base track is frequently used to give the video a structure
- The camera may move in time with the music and this draws attention to the artist and the video.
Mark Ronson- The Bike Song
This video consists of slow motion editing. It is used to introduce the guy in the beginning while he walking to the shop. It is also used towards the end when they witness the three girls on the bike. This emphasises the idea that the three are girls are a 'dream' and emphasis their beauty. Slow motion is a big convention of a music video.
The camera is also cut in time with the beat of the music. This is shown especially where the beat begins to pick up before the chorus begins. It makes the video more interesting to look at and draws attention to the characters in the music video.
There are a lot of jump cuts used in this video and this also makes the video more interesting to look at. It also follows the conventional ideas of a music video where jump cuts are used in the same scene or for the same action. Cross cutting and match cutting is used to connect certain characters or objects in the music video.
The use of base track is shown in the scene of the rap. This part is shot once throughout and then later on cut during editing to add dimensions and add excitement.
There is obvious use of special effects and editing right at the beginning of the music video. While the bike is being formed together there is the use of smoke and various lighting to highlight the futuristic feel of it. Another obvious special effect is used when the bikes are riding on their own without their owners. This again adds the futuristic feel to the video and makes it unusual; therefore drawing the attention of their viewers.
Loick Essien- How We Roll
The edits in this video fits the genre of the song and adds the fast pace atmosphere. In the beginning of the song there is a vertical split wipe to introduce the artist and his location. Following that is the cut on beat where the drum begins to pick up before the verse is sang.
The base track is Loick on the roof top, and this is also the opening clip. The scene with him on the roof is used all the way throughout the video and is just cut between different parts of the video. Jump cuts are used frequently throughout to add intensity and draw the viewers attention to the video.
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