Spike Jonze

The Pharcyde - Drop (Directed by Spike Jonze)

Fat Boy Slim - Praise You (Directed by Spike Jonze)

Both of the above videos were directed by Spike Jonze - a well known American director, producer, screenwriter and actor who's work includes music videos, commercials, film and television. 
His work differs from the stereotypically perceived ideas normally present within music videos (A lot of these stereotypes evolved from Andrew Goodwins music video theory which I will attach a link too directly below).

http://www.slideshare.net/07weeksjor/andrew-goodwins-music-video-theory-28408660

As you can see from the SlideShare above, Goodwin feels that music videos have set structures that are followed religiously. I do feel a lot of his points are relevant and are present within a lot of music videos released now a days. Jonze's work however, appears to go directly against what Goodwin connotes as being 'successful' elements of a music video. Instead, he takes his own personal approach and the outcome is usually extremely effective.
A lot of his videos are conceptual, meaning that he takes one big idea and applies it in an abstract way to a music video. He disregards the 'norms' and goes with what works and what will attract an audience and this is evident within both videos above. To me, his videos are appealing based purely off of that reason. In order for a music video to be appealing it needs to stand out from the rest. By following stereotypical conventions, videos tend to lack originality and all seem to blend into one. With this being said, it is important for music videos to have a sense of individuality and extravagance in order to gain views. Viewers will not want to be continually watching similar videos over and over again, they need something new and enticing. 

With this being said, I feel it is important for us to go into our project with open minds - willing to take risks whilst still following a few of the basic conventions needed. In order to create a successful piece that makes ours stand out in comparison to other students work, we need to think outside of the box and try not to stick too rigidly to what we feel is expected of us.