Things learnt from theory

I found the theory lessons we had last week (where we looked at Carol Vernallis' essay/article (?) 'The Kindest Cut') to be very interesting and I learnt a few things about shooting and editing for music videos which will be very helpful when we're creating our own music video. The most important things I learnt were:

• Continuity techniques aren't used in the same way in music video as they are in film
  In films, a lot of importance is placed on continuity since it ensures that the audience can understand what's going on in the narrative of the film. In music video, the continuity techniques used in film could make the narrative too prominent. Since one of the main aims of a music video is to spark interest in the song, if the narrative is too prominent, it could take over the song. This will be something to bear in mind when editing together our sequences with Ava and Wonder Woman. We will have to break up these narrative sections with performance in order to make sure that the narrative doesn't take over from the song.
• Music videos can use graphic matches more often than in films
  Due to the non-realist nature of music videos, graphic matches can be used more often. This is because music videos can draw attention to its production methods. So, we could try and think of some possible graphic matches we could use in our music video.
• Music videos often use disjunctive edits
  Music videos use disjunctive editing techniques (such as jump cuts) in order to make the viewer focus on the musical and visual cues. We could do this during the part where the lyrics of the song are spoken rather than sung, since it would draw the viewer's attention to this change in the song.
• Music videos don't always have the narrative structure as the predominant feature
  Although many music videos do have a narrative running through them, those are often not placed in the foreground. This is because it is often more important to foreground the star and build up/maintain a particular image for them. This would be particularly important in our music video since it's meant to be Ava's debut single. So, we will probably have to have more performance than narrative in our music video, since it'll be more important to create Ava's star image.
• Music videos typically present segments of 6-9 shots
  These segments often last roughly the length of a musical phrase. Carol Vernallis has said that these segments are recognizable since they "contain internal repetition and often possess a kind of symmetry". This will be something to bear in mind when editing together our narrative scenarios and our performance shots.