Ray Kay
32 year old Ray Kay otherwise known as Reinert K. Olsen was born on July 10, 1978 in Haugesund, Norway. He is a Norwegian director and photographer, based in Los Angeles. Ray Kay is one of the most sought-after music video & commercial directors in the world and has directed the most watched video throughout history on Youtube, Justin Bieber's "Baby". This one video gained 398 Million views by the end of November 2010. His music videos have won several awards, including MTV Awards, Much Music Awards and ZTV Awards.
Ray Kay mostly directs music videos and has worked with artists such as: -Lady Gaga -Diddy -Amerie -Sean Paul -Christina Milian -Beyoncé Knowles -Justing Bieber -Cheryl Cole His distinct colorful cinematic style is now a staple of MTV and BET for such artists as Cassie, Nick Lachey, Alesha Dixon, Mario, Stacie Orrico, Monica and Trick Daddy. His camera work is always glossy, immaculate which reflects his fashionable nature. Ray Kay is involved heavily with the RnB and pop genres. When looking at screen shots of some his work, it can easily be noticed that he likes to keep his style the same but makes each of his videos different as well by slightly altering his camera angles, colours, concepts and editing.
Nearly all of Ray Kay's videos are shot in studios which allows him to create the intense, eccentric and colourful effects within his videos. As you can from above, there are similarities in both Lady Gaga's 'Poker Face' video and Justin Bieber's 'Baby' video. Both videos show a studio scene with bright, outstanding colours. They are both highly visual videos as can be seen in all the chart topping videos he has directed.
The fact that Ray Kay is only in his 30's is definately reflected in his work; it is up to date, stylish, glamorous and exactly what viewers want to watch. Ray Kay quotes: "All my videos are highly visual. I'm not sure if it's a typical European touch but my background defines me and my style making it quite personal as well. Sometimes it's an advantage to be from another part of the world, because I can see things differently. When we were shooting in Miami's Liberty City, a very rough hood area, I saw the beauty in this place - the soul in the streets, buildings and people. It was interesting to me, because I'm not used to that back home. When I saw the beauty of these rough textures, others would pick up on it as well".
When I look at the videos he has directed and actually analyse them from a media students perspective, it is quite amazing how similar his videos are yet all so different as well. I think Ray Kay is the perfect director to have researched because of his involvement with artists that are the same genre as HB such as P Diddy and Tinchy Strider.
Nearly all of Ray Kay's videos are shot in studios which allows him to create the intense, eccentric and colourful effects within his videos. As you can from above, there are similarities in both Lady Gaga's 'Poker Face' video and Justin Bieber's 'Baby' video. Both videos show a studio scene with bright, outstanding colours. They are both highly visual videos as can be seen in all the chart topping videos he has directed.
The fact that Ray Kay is only in his 30's is definately reflected in his work; it is up to date, stylish, glamorous and exactly what viewers want to watch. Ray Kay quotes: "All my videos are highly visual. I'm not sure if it's a typical European touch but my background defines me and my style making it quite personal as well. Sometimes it's an advantage to be from another part of the world, because I can see things differently. When we were shooting in Miami's Liberty City, a very rough hood area, I saw the beauty in this place - the soul in the streets, buildings and people. It was interesting to me, because I'm not used to that back home. When I saw the beauty of these rough textures, others would pick up on it as well".
When I look at the videos he has directed and actually analyse them from a media students perspective, it is quite amazing how similar his videos are yet all so different as well. I think Ray Kay is the perfect director to have researched because of his involvement with artists that are the same genre as HB such as P Diddy and Tinchy Strider.
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