Carol Vernallis' Theory

Carol Vernallis closely studied editing and camerawork in music videos. She decided that edits in music videos come much more frequently than in films, that many stand out as disjuncture and that the editing seems to have a rhythmic basis closely connected to the song. 

• Continuity editing -  such as match cuts- is broken down to draw attention to what is on he screen and give flow.
• Obvious effects and edits to draw attention to them such as wipes and special effects.
• A base trak is frequently used to give the video a structure - usually a verse, chorus, verse, chorus structure.