Carol Vernallis' theory.

Carol Vernallis studied music videos in terms of editing and camerawork. She recognised that editing was more frequent in music videos than in film and often fitted with the rhythm of the song. Here are her main points:

• Editing in traditional fiction on TV follow the rules of continuity which music videos break in order to draw the viewers attention
• Special effects such as wipes and transitions are common in music videos and can be really obvious to observer when used
• The short time limit of the music videos mean that the jump cuts keep the narrative of the video quick and short but still interesting. For that reason, jump cuts are very popular within music videos
• Master shots (base track) are used to give the video structure
• The camera may move in time with the music

An example of a music video that uses special effects is All About Tonight by Pixie Lott which uses mirror and kaleidoscope effects:

An example of a music video that uses jump cuts is Till I'm Gone by Tinie Tempah featuring Wiz Khalifa which cuts from day time to night time: