Carol Vernallis wrote a book called 'Experiencing Music Video; Aesthetics and Cultural Context'. In this book Carol compares music videos to Russian formalist film because she believes they are both are very limited media forms.
Russian formalist film had no sound and most of the population couldn't read so they couldn't do what the American movies did and add titles. They also had a lack of silver to create film and it was very expensive to produce. Because of these limited resources, this lead the industry towards expressive and experimental camera work/editing to make their films more stimulating and entertaining.
Music videos are limited because:
- they have a short duration
- they have a mostly fixed soundtrack
- they need to be dominated by performance and close ups
Some videos such as 'Hey ya!' by OutKast don't have a fixed soundtrack which does add to the video. The video is like a performance onstage and swell as having a dialogued scene at the beginning, that added in dietetic screams and cheers from fans in the audience.
Expressive camera and editing within a music video provides visual variation and something that stands out against other similar videos. e.g. using fish eyes and light and colours to make the video distinctive.
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