Carol Vernalis's theory

Editing and camera work in music videos

• Editing is much quicker in music videos than in film
• Editing has a rhythmic structure relating to the beat of the song. For example in Rizzle Kicks' 'Lost Generation

I have noticed that during the chorus, the base track scene is changed on every fourth beat. This creates a metrical pattern, reminding the viewer that it is the chorus and drawing them in to the video.

• Usual rules of continuity editing are broken, this draws attention to what is on screen.

• Edits really obvious to draw attention to themselves 

• Jump cuts often used

Continuity editing is broken throughout 'Olympic Airways' by Foals. I particularly noticed it when the man falls on to the mattress. Jump cuts are used and then it is fast forwarded, showing him fall again.

• Base tracks are frequently used to give the video structure
• Camera may move in time with the music

In Rita Ora's 'How We Do' the camera moves in time with the music. The zoom in's/out's and left to right movements in the dancing scenes create the feeling tat the viewer id really involved with what is going on in the video.