Jonas Åkerlund (born November 10, 1965) is a Swedish film and music video director. He is best known for his stylish music videos, which are often mock forms of movie trailers and short films. His video for Madonna 's song &quot; Ray of Light &quot; won a Grammy for Best Music Video, Short Form , and a record seven awards at 1998 MTV Video Music Awards , including the Video of the Year . In 2010 he directed the video for Lady Gaga 's &quot; Telephone &quot; featuring Beyoncé , Doritos Late Night &quot;Who's That Chick?&quot; day and night versions featuring Rihanna and David Guetta 's &quot; Who's That Chick? &quot; featuring Rihanna.
Audiences; Representations; Auteurs &
Pop Music Video: Audiences A common misconception is that pop music videos are aimed strictly at teen audiences . Kylie Minogue and Jason Donovan and the music produced by Stock, Aitkin and Waterman are classic examples of performers aimed at teenagers.
Since shortly after their inception, the style and content of music videos have strongly influenced advertising, television, film, and popular culture as a whole .
The Clash – Should I Stay or Should I Go (Levi’s Advert)?
Bryan Adams – Everything I Do I Do It For You (Robin Hood)
Whitney Houston – I Will Always Love You (The Bodyguard)
Pop Music Video: Audiences Digital TV Channels means that music videos are targeted at niche audiences.
Pop Music Video: Audiences On the internet sites like www.myspace.com have enabled unsigned bands like the Arctic Monkeys to find mainstream success in part by providing an outlet for new music videos.
Pop Music Video: Audiences You Tube is a forum for online bands to show DIY video footage. The Foo Fighters – Live in Norway on Mobile Phone
Pop Music Video: Audiences As well as professional music videos from established artists. Madonna – Hung Up
Pop Music Video: Audiences And spoof versions of famous videos. Madonna – Hung Up On Crack
Pop Music Video: Auteurs Many directors now train to become music video makers and it is often considered to be an ‘auteurs medium ’ with particular directors having specific styles of mise-en-scène , camerawork, editing etc. The Cardigans – Favourite Game Blink 182 – I Miss You Example: Jonas Akerlund smashing pumpkins, iggy pop, madonna, cardigans, metallica, blondie, primal scream, jamiroquia, rammstein, blink 182, jan’es addiction.
Pop Music Video: Prosumers From an institutional perspective audience/user generated content has transformed the forms and conventions of music video introducing a more DIY aesthetic . Has the music video come full circle? OK Go – Here It Goes Again