Alex Southam
To begin with Southam undertook all the tasks on his videos; camera, lighting, editing, now uses a director for photography. Southam says that he likes the format of music videos as , 'you can try new techniques and can have real artistic freedom'. He is less keen on commercials as they allow for 'much less freedom'. He also uses vimeo to showcase his videos- this is becoming as increasingly important platform as it is considered have 'higher status' than youtube. Southam's first video was Alt-J - Tessellate with a budget of £10,000. Southam learnt how to use after effects and edit his own video.
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