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Andrew Goodwin came up with the music video theory:

 

He said that there are many codes and conventions to a music video, one of them being "thought beats”. This is when the speed of the cuts go in time with the beats of the music. Its aim is to exaggerate the pace of the song. For example If you had a fast song such as "scream and shout" by will.i.am ft. Brittney you see that the transitions are in sync with the pace of the music.

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Also if you look at the song "jar of hearts" By "Christina perri" you will notice that the transitions are much slower as the pace of the song is much more relaxed. Another thing that I noticed that supports Andrew Goodwin’s theory of conventions is that the transitions are much more angelic and softer within a slower more heart felt video and often consist of fades to cross over the scenes. In comparison a fast pace music video has sharp choppy cuts to create excitement and a thrill.