Carol Vernallis mainly focuses on editing. There are 3 key concepts that relate to the way a music video is manufactured.
- Narrative - the visuals within a music video relate to the choice of lyrics. The lyrics are most likely to explain/relate what is happening such a whether theres a story being told or flashbacks etc. However, if the video is disjoint or incomplete, this may leave many question marks within the audiences mind. For example, if the artists picks up the phone while singing the lyrics and carries on, the audience might think "who is he/she speaking to?".
- Editing - sometimes there is the use of slow motion, jump cuts, obvious edits depending on the theme. Theres quiet frequent cuts which may speed up the music video depending to the beats being played.
- Camera movement - Establishing shots and close ups are used frequently within music videos. The style of framing is distinctive towards the video. If its a slow/emotional song then we'll expect a lot of close ups of facial expressions and slow motions that go in line with the beat.
Within this video clip, when the chorus takes place, we clearly identify a slow motion movement compared to the other verses. Especially Devlin's verse was fast paste alongside the actions is exposed.
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