Auteur Theory is when the director's film reflects the director's personal creative vision, as if they were the primary "auteur" which means Author. This then means the director is able to place their own creative minds into their work, which helps to make the music video more unique. The auteur we have chosen to research is Chris Cunningham.
Chris Cunningham is an English music video film director and video artist. He was born in Reading, Berkshire in 1970 and grew up in Lakenheath, Suffolk. The video collection The Work of Director Chris Cunningham was released in November 2004 as part of the Directors Label set. This DVD includes selected highlights from 1995–2000. In 2004/2005, Cunningham took a sabbatical from filmmaking to learn about music production and recording and to develop his own music projects. n 2008, he produced and arranged a new version of 'I Feel Love' for the Gucci commercial that he also directed. He travelled to Nashville to work with Donna Summer to record a brand new vocal for it.
After watching 4 extracts of Cunningham’s work, we have decided that his work is not only creative, but also very unique from any other artist we have seen. His work is unrealistic to what other music videos in the charts consist of. It breaks all of the normal conventions expected from a music video, and it takes them into a new league.
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