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.
Audience representation auteurs
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.
Pop Music Video: Audiences <ul><li>Many videos of “soft rock” songs have traditionally been directed at an older group of viewers . </li></ul><ul><li>Bon Jovi – In These Arms . </li></ul><ul><li>Stevie Nicks – Sometimes It’s A Bitch </li></ul><ul><li>Cher – Heart of Stone </li></ul><ul><li>How do these video appeal to an older audience? </li></ul>
Pop Music Video: Institutions <ul><li>Since shortly after their inception, the style and content of music videos have strongly influenced advertising, television, film, and popular culture as a whole . </li></ul><ul><li>The Clash – Should I Stay or Should I Go (Levi’s Advert)? </li></ul><ul><li>Bryan Adams – Everything I Do I Do It For You (Robin Hood) </li></ul><ul><li>Whitney Houston – I Will Always Love You (The Bodyguard) </li></ul>
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: Representations The popular music video certainly has its own clichés
<ul><li>Many examples of the genre feature the macho rock stars. </li></ul><ul><li>Guns and Roses – Sweet Child of Mine </li></ul>Pop Music Video: Representations
<ul><li>Scantily clad dancers have become cultural clichés… </li></ul>Pop Music Video: Representations
<ul><li>Certain music videos, however, are notable for their cutting-edge techniques and artistic innovations. As time passes those techniques can look dated. </li></ul><ul><li>Dire Straits – Money For Nothing </li></ul><ul><li>Peter Gabriel - Sledgehammer </li></ul>Pop Music Video: Representations
Pop Music Video: Representations Race: in the early days of MTV in America black artists were not featured… until Michael Jackson’s high budget Thriller.
Pop Music Video: Representations Gender is another key issue. Successful female rock stars have both lived up to and parodied male fantasies....THE MALE GAZE
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