For this I am going to look at how two different music video director and talk about how their careers have differed but also how they have remained the same. Also I will be looking at weather different director tend to produce the same genre of music video as well as working with artists that all produce the same genre of music.
The first director that I am going to look at is Ray Kay, born with the name Reinert K. Olsen. Olsen has been producing music videos since 1996 when he was 20 years old. He has collected numerous awards for the videos that he has produced including from MTV music. This just shows that he has been very successful with his work and has become very well known within the industry for his ability to create fantastic videos. This means that more artists are going to want to work with him as they all want to have the best video in order to gain more publicity for their song. The video that Olsen is probably most famous for is the video for the song Baby by Justin Bieber, this video has over 700 million views and is one of the most watch music videos of all time. In recent years Olsen has tend to stick the pop music genre another example with also directing videos for artists such as Cheryl Cole and Jessie J. This could be because he feels that they are more interesting to produce as there could be a number of different genre of video that he uses such as being able to create both a performance and a image video for the same song. However that he tends to make hybrids of these videos so as to not make them to repetitive but with the Cheryl Cole song - fight for this love Olsen has focused completely on the performance aspect the video almost entirely consisting of the artist singing in front of a green screen or dancing with other backing dancers.
The second director that I am going to look at is Joseph Kahn. Kahn has been directing music videos for 22 years and over that time has created some very iconic videos. Kahn has had a number of his videos nominated for best video and subsequently won quite a few awards for his work. One notable achievement was in 2002 when he won his first Grammy for Eminem's "Without Me" video which also won the MTV Video Music Awards (VMA's) video of the year. Other videos that he has produced such as "Toxic"- Britney Spears also won the MTV VMA's video of the year award. This video covers a few genres the main of these is performance and image but there are some element which could be argued to be spectacle. However from looking at a number of Kahn's videos it appears that the main focus of them is the performance side and promoting the overall image of the artist. There are some which do consist of other genres with other prominent genres used being image and narrative. The main type of artist that Kahn works with is unclear as he doesn't have a particular genre that he sticks to. Due to the high quality of his work many artists re-use him one example is Britney Spears who after the Toxic video asked Kahn to direct the music video for her song womaniser. There have been instances where Kahn has directed a music video for a charity purpose with an example being Helping Haiti which is used to raise awareness of the struggle that the people of Haiti endured after the earthquake using a number of artists to sing different lines of the same song. This video is not really in a particular genre but there are elements of performance as when a new artist sings images of that artist recording their part appears on the screen.
To conclude it appears that directors tend to stick to creating the same genre of video. This could be so that they gain more and more experience at creating a particular genre and become the best they can be at that genre.
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