Carol Vernallis Theory

Carols Vernallis produced a theory named The Kindest Cut - Functions and meanings of Music Video Editing. This theory revolve's around four different concepts, these being:

1. Narrative
2. Diegsis
3. Camera Movement and Framing
4. Editing

Narrative 

• A music video is a visual response to the song and lyrics, not the other way around. The video should be support the lyrics meanings and song, but the artist/star will remain dominant, this is to appeal to an audience. whatever is happening visually reflects the lyrics in the song. The narrative may be displayed in a  montage style, rather than in one clear focus.There is no need for continuity in a music video, this would make the audience focus on the video, not the song, trying to follow the story. If the video is jumping from performance to scene repeatedly, the focus remains on the stars and song since it makes the audience aware of the artists. Vernallis stated that one video may include more performance than narrative whereas another video could be the complete opposite.
• One video that supports the idea of there being a visual aid for lyrics, is Kendrick Lamar's Humble:
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Diegsis 

This is known as the world inside the music video. Carol Vernallis explains how the diegsis will be revealed slowly and the actions of the video wont always be completed, and may be disrupted in someway. There will be many repetitions throughout the video and some frames will appear more important than others due to the way that have been shown/framed.

A clear example of diegsis in music videos is in Katy Perry's, Last Friday Night, Which includes the theme of teenage life and follows the main protagonist and her narrative, as she is what is stereo typically seen as a geek, but gets a makeover and becomes popular with friends and other teenagers.

Using this theory, I now have more of an idea of why I need to focus on music, and time progression aswell as consistency along with the music. I must be able to show my diegsis in my music video using a slow and steady process.
Here is Last Friday Night for you to view yourself:

Camera Movements and Framing 

Vernallis said Establishing shots are one of the key features of a music video and are frequently used. Master shots are establishing shots that keep everyone in frame and are very significant. The style of framing tin a video is distinctive and makes them unique, and so does the way in which the camera moves. It is especially successful if this is done in sync with the lyrics. For example, in Humble the camera move quickly and the establishing shot only includes Kendrick Lamar representing as him as the most important figure and the main protagonist, whereas in Katy Perry's last Friday night it include an image of a street, setting the scene of the video.

Editing

• Editing will sometimes match the musical instruments or the beat of the song, linking the visual images 
• Doing this makes the audience aware that the rhythm interplay's with the visual images and will relate these visual images to other things after watching the video.
• Edits actually have to draw attention to themselves and a successful music video will do this to assist in breaking the narrative. The most common edits in music videos are:

Jump Cuts

Lack of 30 degree rule

Lack of 180 degree rule

Fancy editing or cuts

Extreme jumps in time or space

Extreme changes in pace

Graphic matches

Style of editing exclusive to the video. 

Cutting Within the Lyrics

Cutting against the Movement