Case Study of Chris Applebaum (music video director)

Chris Applebaum is an American music video director, who has worked with a diverse range of artists, among them , Rihanna, Natasha Bedingfield, Miley Cyrus, Demi Lovato, Selena Gomez and Britney Spears. He has also directed commercials, most notably the notorious Carl's Jr commercial featuring Paris Hilton. Thirty of his music videos have become #1 on MTV and he also won MTV's Music Video of the Year in 2007.
Chris Applebaum was born in Los Angeles and studied film at Hampshire College in Amherst, Massachusetts where he started directing music videos for bands in the burgeoning independent alternative rock scene in the 90's. After seeing one of Applebaum's early videos, MTV offered the 19-year-old college student the opportunity to join their On-Air Promos department in New York City. At 21, Applebaum became the youngest director to sign with Satellite Films, a division of the legendary Propaganda, where he directed over 250 videos and garnered multiple MTV Music Video awards and nominations. In 1998 Applebaum directed Semisonic’s video for “Closing Time,” which was the first video to be inducted into the Rock & Roll Hall Of Fame in Cleveland and was heralded by MTV as a “Breakthrough” video. His video for Fountains of Wayne’s “Stacy’s Mom” was his second video to be inducted into the Rock & Roll Hall Of Fame and was also nominated for MTV’s coveted Viewer’s Choice Award in 2003.

Within Rihanna's 'Umbrella' music video Applebaum uses symbolic codes to reflect the pop genre. This is shown through the Mise-En-Scene as the video focuses on the Rihanna. The video focuses her appearance mostly and how she is presenting her self image, this includes limited/lack of clothing, revealing skin and position almost in a club/party environment which highlights that "bad girl" vibe which is expected from an audience The genre is also highlighted through cinematography as a variety of shots are used to advocate the artists control over the camera. A range of close ups and mid shots are used to emphasise the power of the artist along with her importance in the frame which suggesting she is fighting back. These shots are essential to the video as they present the artist and those surrounding her as of less importance and authority. The close-ups show a clear representation of audience expectations of how woman present themselves in society with the heavy makeup and revealing clothing. In regards to editing the director creates an image that influences the audience’s opinions on the video. Within this specific video, eyeline matches are used in order to really engage with the audience and meet their expectations.