Carol Vernallis' music theory is based on four different areas.These areas are editing, narrative, camera movement and Diegisis. Her main theories are listed below:
Editing:
- Editing is done so that it matches the beat
- A lot of music videos break the conventions of continuity editing
- Each music video has its own individual style
Narrative:
- Most music videos have no clear structure
- Some music videos ask questions and do not answer them
- The video is heavily linked to the music and is focused on matching the genre and style of the artist
Camera Movement:
- Close-ups are used as often as possible to enforce the artist as a brand, to be recognisable
- The camera movement can be in time with the lyrics or the music
Diegesis:
- The Diegesis may be shown slowly or left incomplete
- Some frames have more importance than others
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| Carol Vernallis |
Andrew Goodwin:
Andrew Goodwin believes that music videos are simply an extension of the lyrics. Or in other words music videos are a visual interpretation of the lyrics. Some of his other notable theories include:
Andrew Goodwin believes that music videos are simply an extension of the lyrics. Or in other words music videos are a visual interpretation of the lyrics. Some of his other notable theories include:
- There is a relationship between the lyrics and the visuals
- Particular music genres may have their own music video style and iconography
- The artist may develop their own star iconography
- There is a demand on the record company for lots of close-ups on the main artist
- There is likely to be reference to voyeurism
- The tempo of the track drives the editing of the video
- The narrative in music videos and songs are rarely complete
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| Andrew Goodwin |