Experiencing Music Video: Cultural Context
Her theory:
She observed that edits in music videos are much more frequent compared to edits in a film and that many stand out as disjucture with a rhythmic basis closely connected to the song
Main Points of Observation:
- Rules of 'continuity' editing (usually found in classic broadcast fiction) are broken in order to draw attention to what is on screen
- Edits may really obvious to draw attention to themselves e.g. wipes and special effects
- Jump cuts used often
- A master shot (base track) frequently used to give the video a structure
- The camera moving in time with the music
Coldplay - Viva La Vida, a lot of jump cuts and special effects
Vato Gonzalez ft Foreign Brother- Badman Riddim, camera moves in time with the music
Rihanna -Umbrella, frequently uses base tracks to structure her video
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