Director Case Study Auteur Theory

Auteur theory suggests that a director can use equipment to create a film in the same way the writer uses a pen or a painter uses his paint or paintbrush.

Artistic and creative style is bought by the director as a standard of reference, associates directors with a certain style of film.

Music video directors can be auteurs, auteurs may use the medium to showcase a distinct style, repetition of themes and iconography (symbolic codes)

Busta Rhymes and T-Pain "Hustles Anthem"





Lil Jon "Snap yo fingers"

Structure of Music Video

There are four types of structures to a music video:

1. Performance

A performance is a situation whereby the artist/s behave in certain way in order to entertain their audience, usually done through dance. Above is an example of a performance music video, Beyoncé's "Single Ladies" displays a series of dance moves, choreographed cleverly to be sync to the song.

2. Abstract

This music video "Big Sean - Fire" is an example of an abstract video, as their is no clear narrative if any and the visuals do not seem to match to lyrics as their is no correlation, excluding the fact that in one or to scenes elements of fire are shown to the audience.

3. Narrative

Beyoncé's "Irreplaceable" is excellent example of a Performance structured music video, as the video matches accurately with visuals, this allows the audience to follow the narrative quite easily. This links in well with Goodwin's theory of the creation of a music video.

4. Hybrid

This music video is an example of what is called a 'hybrid', this is when there is a mixture of any of the different structures explained above in a music video. Typically, music videos contain elements of both narrative and performance like in this example however this is not the case all the time.

Genre codes and conventions

Codes are a way of creating meaning. The following are the different types of codes;

• Technical codes - This includes the way in which text is technically constructed camera angles, framing, typography etc.
• verbal codes - These are codes that can be decoded on a mainly connotational level - drawn upon our experience and understanding of other media texts, (cultural frame reference).

In media studies, a message is often described as being 'encoded' from the sender (producer) and the 'decoded' by the reciever.

For semiotics, a code is the framework, a learned and shared conceptual connection at work in all uses of signs.

Conventions are the commonly understand ways of doing things in a media text. The use of conventions in a music video help the audience to identify the genre of the song and artist.

For example, within the genre of Hip Hop, music videos tend to include images that display wealth, superior (linking into star theory) and sexually objectifying. This is shown in the example below in 50 Cent's "Candy Shop".
Wealth is shown through the artist wearing expensive jewellery and clothing, such as a fur coat. Also, 50 Cent stepping out of an up-market car helps to show he is very well off and has a lot of money. Hip Hop artists' tend to do this in their music videos as it shows their audience that 'they have made it', and are no longer 'suffering'.




Whereas, in the popular music genre Pop, these music videos care commonly quite child friendly. This shown through very 'clean' and positive lyrics along with reasonably young and vibrant artists.

For example, in Katy Perry's "Firework" which is seen to be an inspiring song which matched quite nicely with its music video. Katy Perry is shown to be a sensible and attractive young women, one arguably suitable to be a role model to her community or young people. Also, by having numerous vibrant and bright colours throughout the video, helps to connote happiness, a common convention within this music genre.

Producer Strategies

A particular style or image can affect the success of a music artist.

Narrative - Some producer's will encourage a provocative narrative in the video that will encourage word of mouth exposure.

Remarkig - Once a video is successful, it is possible (altthough unusual) to reshoot a video with a bigger budget.

Types of promotion

• Tour Production endorsement (synergy)
• Connection to a film
• Collaboration (commonly with bigger artists)
• Social media
• TV/Magazine, interviews etc.
• E.g. Daft Punks 'Get Lucky'

In terms of budgeting, creating the most expensive music video of all time was very competitive in the 80's and 90's.

Types of Producers

Major label

• For a mainstream artist
• Artists are generally in the charts and have losts of sales
• Large budget
• Use promotional material, synergy 
• Use popular music genres e.g. RnB/Pop/Hip Hop
• An example of this would be Rhianna, who signed to Roc Nation 

 Independent Label

• Much smaller budget 
• Niche market music genre
• The selected target audience and music artist often credit music videos as an art form. 
• Artists are usually experiemental, creative and artistic 
• Less experience in the music industry 
• An example of this would be Aphex Twin is signed to Warp Records

 The Artist

•  Artists may decide to make videos themselves
• Often unsigned, can be used as a promotional tool
• Due to budget limitaions 
• It may also reflect a desire to take artistic control of the visuals 
• Cost effective technical equipment 
• User friendly, Youtube tutorials

Underwater Mystic