Research: Diverse Music Videos

Diverse Music Videos

Introduction

A diverse music video is a video that applies to more than one type of audience, however they are usually niche. This can be due to the video including obscure content and exploring themes that a mainstream audience would not appreciate. These types of videos usually cater to a niche audience and are almost always concept based. The genre's that usually go for this are; Electro, Techno or Dance and Alternative etc.. As these genre's are considered not to be so mainstream and have a focussed audience.

There have been times where pop artists such as Madonna, Kylie Minogue and Gary Jules have used the idea of a diverse music video, mainly after a time of absence in the industry and using this method of video allowed their fan base to increase rapidly, gaining them success. The reasons behind mainstream artists such as the ones listed above have decided to turn to such diversity is due to the want to 'reinvent' themselves within the music industry, however this has to be have done in a subtle matter, this is so that they would not lose their niche audience.

Chris Cunningham
*image*

Chris Cunningham has worked with aritsts such as:

• Bjork - All Is Full Of Love (won multiple awards including MTV music video awards for 'Breakthrough Video' & nominated for a Grammy for 'Best Short Film Music Video
• Aphex Twins - Come To Daddy, Flex and Window Licker which won 'Best Video' at the BRIT Awards 2000.
• Madonna - Frozen (international hit and won award for Best Special Effects at 1998 MTV awards 
• The Horrors - Sheena Is A Parasite

Some of Chris Cunningham's work

1. Bjork - All Is Full Of Love

*video*

From watching this video the narrative displayed is a concept based story about a female robot who is being created. She then finds love with another female robot and we are shown the two exchanging love. The star image is not easily identifiable as it is unclear if she is the robot. This genre has no importance to the star image as it relies more on the person rather than her image. When I watched this I felt very anxious and confused, this was due to the fact that I had never seen something similar to this before. This shows that this type of video would mainly be a applicable to a niche audience because of its unclear narrative. Plus, the conventions present within the video can not guarantee an audiences reaction.


2. Aphex - Come To Daddy

*video*

From watching this, the narrative is based on a demented man who screams from a TV screen 'I want your soul'. The video involved deformed faces on children in local ghetto area. This video was clearly concept based as the video had no relationship to the song. The star image is non identifiable and throughout watching this I felt very scared and terrorised. Cunningham's take on this was very unpredictable and is evident he likes to prey on the idea of using children which is very obscure and surreal.

3. Aphex Twins - Flex

*video*

From watching this clip, the narrative is very unclear. It shows a male and a female in a unknown location filled with liquid which resembles being a mothers womb. As they begin to fight with one another it displays very unclear concept ideas, and with no play on star image the video leaves the audience/viewer very dazed and confused. Also, the fact that no music is played throughout the video leaves us as the audience feeling lost as we are unsure of why the video has been edited this way. The relationship of images with the audience suggests that Cunningham tends to enjoy playing on normal ideas and exploiting them into his vision. However, again this does not guarantee audience approval as the scenes are quite controversial and surreal.


Michael Gondry
*image*

Michael Gondry, on the other hand, has worked with artists the likes of:

• The Rolling Stones
• Bjork
• Daft Punk
• The Foo Fighters
• The Chemical Brothers
• Wyclef Jean
• The White Stripes

Michael Gondry's most prestigious award is his Academy Award for Best Original Screenplay for his directed take on Eternal Sunshine Of The Spotless Mind.


Some of Michael Gondry's work:


1. The Chemical Brothers - Let Forever Be

*video*

From analysing this music video I found the narrative to be very basic and ordinary as we are shown a female character going about her daily life as the song plays throughout. The use of editing shows multiple copies of her whilst she dances which I found somewhat appealing for a while until it became very repetitive and daunting. No clear star image is evident in this clip, however we are momentarily shown shots of the band's drummer.




2. Daft Punk - Around The World


*video*


When I watched this video clip I was instantly sucked into the visuals of bright colours and choreographed dance routines. It is evident a high budget was influenced in to make this video and it has worked very well. We are shown dancers, in groups, moving to the beats of the music which keeps the video rhythmic and entertaining for the audience. As it is concept based, still no star image is evident but regardless of this the video was able to guarantee success. This is because the relationship of images with the audience was very understandable and enjoyable to watch.


3. Gary Jules - Mad World


*video*


In this video we are shown a male character who seems to be the star but isn't very evident, Gary Jules, on a rooftop looking down as citizens begin to make images with their body in response to the lyrics of the song. The video is very simple yet effective as one camera shot has been used throughout. As a viewer the meaning understood from it is that he is showing a reflection of the world he is living in, very concept based.

4. Kylie Monogue - Come Into My World

*video*

From watching this video we are shown kylie showing herself going about a daily life whilst she sings this song. The video is complements both concept and performance, this is due to the multiple copies editing of her used whilst she performs her song. The star image is clear as we are shown kylie throughout the video. I found this video to be very entertaining as the song is easily enjoyable plus the visuals are understandable for the viewer. Cunningham sticks to conventions of kylie's music genre very well by keeping the visuals upbeat and moving.

5. Bjork - It's Oh So Quiet

*video*

In this video, the narrative is formed around a young girl, who is our star, singing along to her song. Chris Cunningham again does wonders with this video as he involves dancers and locating it in an urban city street which connotes the relationship between the lyrics "it's oh so quiet" until the city comes to life which charismatic dancing. Star image is brilliantly used as we are shown Bjork throughout the concept based filming of the video.

Advantages of diverse music videos

• Originality
• Gives artist intellectual sense 
• Allows artists to reinvent themselves with a new image
• Creates a buzz, people will remember the video for a longer duration

Disadvantages of diverse music videos

• Can be seen as controversial
• Can not guarantee a positive audience reaction
• Can be censored/banned
• Critically more likely to get bad views
• Limited audience
• Less likely to build a relationship with an audience

Diverse music videos should stay away from mainstream music culture?

I feel that diverse music videos should stay away from mainstream music culture. This is because this would defeat the purpose of the video being diverse and original. If all diverse music videos followed the same mainstream conventions then it would be hard to differentiate between what is diverse and what is not. Artists who produce diverse music videos which follow their own principle are granted more intellectual sense, thus meaning that they are regarded to be the more creative and imaginative artist. However, in regards to the age and beliefs within audiences some material is not appropriate for younger viewers so it is sometimes understandable why artist keep their videos borderline.


Conclusion

In conclusion, I have learnt and understood the meaning of a diverse music video. I now know what diverse music videos look like, the advantages/disadvantages of them and why a directors influence can determine the success of a music video for an artists career and reputation.
I will take these ideas into consideration when creating my music video, as I will now be able to decide on how to make it more diverse yet still applicable for all ages and beliefs.