Moodboard.

The theme of our music video is heartbreak and love, we will also be portraying isolation,alienation throughout the music video.

Auteur Theory

Johan Renck


Born 5 december 1966 in Uppsala, he has directed music videos for Madonna, Kylie Minogue, Beyonce Knowles as well as All Saints.
Johan Renck made a number of "landmark" music videos and worked with major artists which are listed above.
In 2006, Johan Renck had several MVPA nominations,for his videos for Madonna´s “Hung Up” and for Robbie Williams “Trippin”.
In The Gunn Report Johan Renck was listed as the 25th most rewarded director of commercials
Johan Renck is quite a universal director as he has very different visions for each artist such as Kylie Minogue. With ' Love at first sight' Johan Renck went for a very modern style at the time it was shot, as it had a very animated background rather than having an actual narrative to the song.
Beyonce " Me Myself and I " had a narrative to the music video compared to Kylie Minogue's " Love at first sight". With the video it portrayed Beyonce as independent as well as getting revenge and catching out her partner that cheated on her.
Me Myself and I is a really good music video by the way he portrayed Beyonce as being the strong and independent women rather than a lonely unhappy women. This shows that no matter the situation but how you narrate the story and even by the camera angles you can show who has the power.


The Streets "Dry Your Eye's Mate" is actually the song we have chosen so it was quite useful to see other music videos the director has produced, it's surprising to see how versatile Johan Renck is.

Star Analysis

Run D.M.C

Run D.M.C is an american hip-hop group from Queens, New York. The group was founded by Joseph "Run" Simmons, Darryl "D.M.C." McDaniels, and Jason "Jam-Master Jay" Mizell. The group is known as one of the most influential acts in the history of hip-hop culture.

Run D.M.C became the most well known hip-hop acts in the 1980's andere the first group in their genre to have a Gold record and be nominated for a Grammy Award.

Fashion.

Run D.M.C are notoriously known for their large gold chains,leather jackets and adidas trainers with no laces. Run D.M.C wore their trainers without laces as in prison you are not allowed laces, making a statement to everyone "My Adidas only bring good news and they are not used as felon shoes".Run D.M.C became well known for promoting adidas in a number of ways from their trainers, tracksuits to t-shirts.

The group's look had been heavily influenced by Mizell's own personal style. When Russell Simmons saw Jay's flashy, yet street b-boy style, he insisted the whole group follow that style.

Genre.

Run D.M.C are known for breaking through to the hip hop industry and changing the style of hip hop from tight clothes to more of a street style.  They kept the same type of genre throughout their career although collaborated  with Aerosmith which widen their audience and push the boundaries.

Media  Reprensentation

Run D.M.C kept the same image through out the media a very street look but postive roll models as they are against violence and kept their lyrics quite light.

The kept the same clothing image through all of the different types of media coverage and made sure the three of them matched sycronizing them not only in music but in fashion. See a heavy gold chain and think of Run D.M.C

Performance

Run D.M.C created a new bond between artists and dj, which something that Salt 'n' Pepper done. This was a brand new look for the 1980's and took off really well, this made their performances more lively and got the audience exicted.

Motifs

Run D.M.C are known for their heavy gold chains n adidas trainers with no laces. Their trainers or sneakers with no laces created a big buzz as there was a statement behind not wearing laces. As Jay Z done his third eye symbol it meant a lot more than just a hand sign, it represented a large group also had the media going crazy on what it actually stood for.

Wearing trainers with no laces as you wernt allowed laces in prison represented a non violent group which a lot of other artists where promoting.

Target Audience

Target audience is between the ages of 16-23 both male and female although i feel they aimed more at the male audience as the songs were quite masculine. This was done by having quite universal lyrics that everyone could either relate to or just like as they were simple songs such as " it's tricky" this was a major hit.