Auteur Theory

Auteur Theory is where the director is given full control over the creation of the media product ,e.g music video, and the director can be seen as the creator of the video rather than just piecing together pre-designated ideas and shots, this has lead to, in films for example, for the directors name to be the main one in the credits as the composition of shots, lighting and mise en scene are more important for the feel of the video than the literal speech,  as apposed to the screenplay writer as you might expect.