Vernallis's theory.

Different base tracks that are used as jump cuts through out Jessie J's price tag music video.

Carole Vernallis studied editing and camerawork closely in Music videos. One of her findings was that edits come much more frequently than in films, the edits are to the rhythm beats of the song.


The main points of her observations are:

• The usual rules of 'continuity' editing are broken to draw attention to what is on screen. i.e: match cuts, seamless edits, outfit and location changes. 
• Edits may be really obvious to draw attention to themselves, such as transitions and special effects added (slow motion is used quite a lot in music videos)
• Jump cuts are often used
• Base track is frequently used to give the video structure

Camera moves in time with the music,  when                                                   "Everbody move the right..."

Jessie J says "Everybody move the the left..."

• The camera may move in time with the music. 

_____________________________