APLYING VERNALIS THEORY TO A MUSIC VIDEO

I chose this video to analyse as it the same artist we chose for our track. Firstly, Vernalis says that there is not necessarily a balance between narrative and performance. In this video there is more performance than narrative. The narrative is about the members of the PCD coming together to perform a dance in the studio. The music and the performance is what drives the music video forward, with the performance being of shots of the different members of the band.  The music video is edited to the beat. For example at 0.53 to 0.57 the cuts between the artists go with the lyrics of the song. The same goes for the opening of the music video where the camera cuts to all the members of the band with the beat.
Like Vernalis says, in a music video there are many shot types with extremes being very common. In this music video there are extreme close ups that run throughout. For example at 1.00, the shot of the sound system adds to the RnB genre of the video. The performance shot of Nicole Sherzinger with Will.I.Am is used regularly throughout the music video in order to promote the artists and help sell their album.
Moving to the diegesis of the music video, the artists move in beat to the music. With the opening of the video being in slow motion, this fits in with the first beat.  Actions or dance moves are never completed as this would make the music video very boring and predictable. There are also many repetitions throughout the music video. For example the music phrases, the beat, lyrics, performances and camera positions