After reading Carol Vernallis theory work on music video ("The kindest cut: functions and meanings of music video editing") i found the most important tips to be....
1) The rules surrounding continuity in music video differ from those in films
Continuity is a lot more important in films (as it is needed for it to make sense) than it is in music videos.
2) Graphic matches can be used freely in music video
Music videos (due to the lack of rules) can use many more intersting editing techniques than film can get away with e.g. the graphic match.
3) Music videos frequently employ intentionally disjunctive edits
Editing in music videos is made jumpy and thus noticable intentionally as thge editing is as much part of the music video as the images. In film, the aim is to make the editing seamless.
4) Music videos can create confusion about what is an edit and what is not
Intersting camera movement can blur the line in music video between what is an edit and what is not.
5) One cannot construct a typical shot order for music video
Due to the free nature of music video (i.e. random/ no rules). Things like narrative don't have to be shot chronologically or in fact make any sense at all meaning you can basically do anything you want (not saying there is no narrative, just less emphasis placed upon it unlike film)
6) Unlike films, music videos do not divide neatly into scenes
"contain internal repetition and often possess a kind of symmetry"
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