RESEARCH: Carol Vernallis' theory

The theorist Carol Vernallis observed music videos and she developed some points:

 That music videos don’t follow continuity editing because the editing is not linear, for example ‘Don’t Go’ by Wretch 32 ft. Josh Kumra, at the beginning there is a shot of Wretch 32 standing on the stairs and the next shot we see of him he is sitting back down. 

They use special effects and obvious editing to draw the focus to the artist and making the video more appealing and interesting, for example ‘E.T’ by Katy Perry ft. Kanye West, at 0:44 seconds Kanye touches a holographic screen which is special effects. 

The use of jump cuts often cut to a rapid like in ‘Glad You Came’ by The Wanted, in the first 20 to 30 seconds edit is cut to the raid beat of the song. 

A Master shot or base track being used to establish a structure like the shot below from the video ‘All Fired Up’ by The Saturdays where the girls dressed in black in a black and white room is used as the main clip. 

That the camera moves with the music for example in ‘Price Tag’ by Jessie J, when she says ‘everybody look to the left’ the camera shifts to the left still having her within shot.