Audience representation auteurs

Audiences; Representations; Auteurs &

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


Many videos of “soft rock” songs have traditionally been directed at an older group of viewers.

Bon Jovi – In These Arms. Stevie Nicks – Sometimes It’s A Bitch Cher – Heart of Stone How do these video appeal to an older audience?

Pop Music Video: Institutions

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)

Digital TV Channels means that music videos are targeted at niche 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.


You Tube is a forum for online bands to show DIY video footage.

The Foo Fighters – Live in Norway on Mobile Phone


As well as professional music videos from established artists.

Madonna – Hung Up

And spoof versions of famous videos.

Madonna – Hung Up On Crack


Common RepresentationsPop Music Example

The popular music video certainly has its own clichés

Pop Music Video: Representations

Many examples of the genre feature the macho rock stars.

Guns and Roses – Sweet Child of Mine


Scantily clad dancers have become cultural clichés…


Certain music videos, however, are notable for their cutting-edge techniques and artistic innovations. As time passes those techniques can look dated.

Dire Straits – Money For Nothing Peter Gabriel - Sledgehammer


Race: in the early days of MTV in America black artists were not featured… until Michael Jackson’s high budget Thriller.


Gender is another key issue. Successful female rock stars have both lived up to and parodied male fantasies....THE MALE GAZE


Auteurs & Style

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: Auteurs

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

Pop Music Video: Prosumers

Audience representation auteurs

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