Alex Southam

While working for Agile films, Southam was describe as being "An exciting new talent working in a dizzying variety of styles across live action and animation" From this he was able to teach himself and has continued to show signs of being incredibly inventive and very creative through  the continuation of promo's for a range of companies such as "walkman" and individuals such as "lianne La Havas"

In his earlier career, Alex wanted to do most of his work as an individual, described as a "One man band" He would use a setup and film every piece of camera work himself. He was also organizing the lighting in any way that he liked, and then edited the footage himself. He was determined to create videos to his idea of perfection and wanted to take full credit for his videos. Recently Southam has become increasingly popular, having to employ a director of photography to keep up with the demand and to help him with his camera and lighting work. Southam was a fan of using his own style in the creation of music videos. He enjoyed coming up with new ideas and disliked the idea of using commercials as he believes it restricts the artist and doesn't allow them to be as fluid as they would need to be. This is why he tends to use Vimeo to show his videos, over something like YouTube.

Example one of his work.

His main video was for the song "Tessellate" By Alt-J. This video had a budget of £10,000. He was able to film all of the scenes in a single day, whilst also maintaining a huge cast. The video doesn't necessarily contain a storyline as most of the people are standing around doing nothing. In regards to Goodwin's theory, there are several closeups of the cast. This would probably be a demand from the record label, Mulvey would probably argue that women are being objectified due to the majority of women wearing tight clothing.

 Example Two.

Another of his more famous videos is "Lost & Not Found" by Chase & Status. The budget for this piece was £50,000 and was based in L.A California. It was filmed with a Steadicam and at 36 FPS rather than the average 24. This was then slowed down in the editing process. The video used only three shots, this shows that there was very little editing that went into the video, This was intentional as an attempt at going back to the 90's VHS look. In regards to Goodwin's theory, there are several of the cast in this video, and no mention can be made towards Mulvey as women are not displayed in the sense of erotic desire.