Music Video - Contextual Research

Carol Vernallis - 'The Kindest Cut: functions and meanings of music video editing'

Vernallis suggests that music videos rarely follow the coherent and ordered structure of continuity editing, which most other forms of film adhere to. Perhaps this is a result of wanting to make the video somewhat memorable in its design, as opposed to following a chronological order of events, as a majority of films do. A master shot, or base track is often used, specifically if there is a performance sequence involved, this provides a foundation for structure. The camera usually moves in time to the music and there is greater freedom between the transitions of shots, following no conventional order and sometimes jump cuts are used, to speed up events, seeing as most music videos only last between 2 - 4 minutes."Music video's disjunctive editing keeps us within the ever-changing surface of the song" (VERNALLIS, 2001).

Such discontinuity allows the viewer to focus on other elements of the production, such as the music, which is just as - if not more - significant than the video itself. Whereas it is common for Hollywood film style continuity to draw the observer into the narrative. Here we see that action is rarely concluded and a narrative is simply implied, as opposed to being fully explained. "Visual hooks create continuity. Non continous shots linked by a singe feature unified by figure, shape, colour and settings."

The types of camera movements, edits and other visual elements which are used to enhance the music itself include; extreme high/low angle shots, extended tracking shots, unconventional tilts, pans and zooms. Close ups are used as a focus point, as sometimes the movement of shots is too rapid to follow and develop an understanding from.

Vernallis also suggests that the singer will most likely be positioned at the focal point of the frame and that when an artist makes eye contact with the camera, breaking the fourth wall, they are no longer simply viewed as an object.

Editing in music video, can serve different functions and often shifts purpose throughout a single production. The most common examples include; enhancing the structure and pace of the audio, reflecting star image, illustrating the lyrical content, or simply creating aesthetic appeal. “Music videos break down visual, lyrical and musical elements to the smallest constituent parts – a prop, a colour, a gesture, a few words, an intriguing riff” (VERNALLIS, 2001).

In music video, it is very often the case that what we hear influences the way we perceive the images presented to us, however what draws our focus in a visual sense will determine how we hear the music, so it works both ways. The visual and aural elements should be used in harmony, in order to form a striking and memorable music video.

References:
VERNALLIS, 2001. The Kindest Cut: functions and meanings of music video editing. Oxford Press