Research: Diverse Music Videos

Diversity in music videos

 

A diverse music video appeals to a niche audience and often comes across as surreal and unusual. It is usually concept based and shows barely any performance from the artist. Genres such as dance, electro, alternated and pop are examples of genres that would use distinctive and diverse music videos.



Chris Cunningham

Cunningham is an award winning director who has also been nominated for many other awards. The include; the Gold Pencil award, 'Best video' at the Brit awards and was nominated for a Grammy for 'Best short film'. He is known and credited for his extremely distinctive and unique music videos, inspired by the old fashions, he isn't afraid to take risks. Working with artist such as, Madonna, Bjork and the Aphex Twins, his work is recognised internationally.

1. Bjork - All is love

This video is very unusual as the only 2 characters are 2 robots, one who is Bjork herself showing some star image which still allows the audience to develop some relationship. Its narrative is the 2 robots displaying and signifying scenes of sexual intercourse. This may leave the audience feeling quite disturbed or some may feel aroused.

2. Aphex Twins - Come to daddy

This video features an old woman, a dog and children with the faces of the artist. We also see the star on a TV screen which he eventually comes through. The narrative is the star that has taken over these children's souls and is trying to take the old woman's. This may leave the audience feeling disturbed and may feel the video is creepy and abnormal.

3. Aphes Twins - Flex



 Michel Gondry

Gondry is also know for his unique music videos; capturing the eye of several music artist including, Kylie Minogue, Daft Punk, The Vines, The Chemical Brothers, Gary Jules and The Rolling Stones. Developing a professional relationship with Bjork; he directed several of her music videos, starting with 'Human Behaviour'.

1. Chemical Brothers - Let it be forever

This is a concept based video which features a young woman dancing with quite repetitive moves. There isn't really any real narrative and the only type of star image we see is the drummer; we do not see the rest of the group. This doesn't allow the audience to develop a relationship with the audience.

2. Daft Punk - Around the world

This is also a concept based music video which shows different characters dancing showcasing repetitive moves. Here we can see that Gondry has a style of using repetition in his music videos. We do not see any star image as the artist do not feature in the video. Once again the audience are not able to develop a relationship with the artist.

3. Gary Jules - Mad George

This is yet another concept based on dancers who this time are making different shapes as a group. Gondrys style obviously focuses on dancing and repetition. We see a little bit of star image as we see Gary singing on top of a building but not for very long. Again the audience cannot develop a relationship with artist.

Advantages of diversity in music videos:

+ Allows artist to reinvent themselves.
+ Controversy  and uniqueness creates a buzz in media which means more publicity.
+ The video/Artist is more memorable.
+Can lead to success.

Disadvantages of diversity in music videos:

-Can get banned of censored.
-More money spent if you have to make a cleaner version for TV.
-Can't guarantee the audience will enjoy the video/ Risky.
-More bad reviews than the usual video.
-Can ruin artist reputation/director reputation.
-Limits target audience.
-Less likely to build a relationship with he audience.


From looking at some diverse music videos I think I will use some diversity in my music video in order to stand out; however I would not like to make it too diverse as it is a bit risky.