Carol Vernallis speaks on the editing and camerawork in music videos. Her points are:
The video should stand out from the song
Repeated scenes are allowed and jump cuts are frequent
The video should attract audiences by how quick and edgy they are
Looking directly into the camera is allowed
Be Abstract
One music video that does this is Lady Gaga's MV Applause:
Here she is looking directly at the camera
Her head has been edited onto a swans body, which is abstract
Frequent jumpcuts are made in the music video, for example in these pictures, the scenes constantly change. The video also attracts the audience by the different costumes and props used.
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