Vernallis' Theory

According to Carol Vernallis, edits are frequent, interesting edits are really easy to spot and the song is edited in time with the rhythm of the song.

This could be compared to a television drama. Although a television drama is way longer than the usual 3 minute music video, there is roughly 30 cuts in 30 seconds. A television drama may have 5 in that time.

Here's a clip from television's Doctor Who. There are 7 cuts (8 including the graphic titles) in the first 30 seconds. It is also edited in a way that each clip flows into one another. Apart from the title and the ending, there aren't really any special effects displayed (well not in this clip anyway).

I have previously mentioned this video before but as it was so interesting, I thought i'd do it again. Lethal Bizzle's 2011 version of the Grime anthem, 'Pow' broke the rule of continuity. An example of this is one of the rappers getting arrested then a cut or two later, he was already being interrogated in a new setting. Moreover there are clips of an artist rapping during their verse whilst doing another thing - two base tracks.

Another reason why I chose this track was because of its rhythm. The fast pace of the music is complimented by the fast cutting - there is almost a cut per second!

And lets not forget to mention the amount of jump cuts there are in this video. There are alot of jump cuts in order to please the amount of artists on the track.