Diversity of Music Videos

Diversity of Music Videos

To make a music video unique and diverse, the producer would not necessarily follow the stereo-typical conventions of that specific genre making it unconventional as it does not meet the audience expectations so is seen as unusual, leaving the audience with something they have not experienced before. Unique and diverse music video engages the audience as the audience will try to think/work out the music video. A memorable music video contains unconventional and abstract aspects which help to engage the audience. Diverse and unique videos can be engaging or the audience, however will not appeal to all audiences as they prefer to watch a conventional video as this is what they originally preferred. 

Chris Cunningham is a diverse British music video director which creates music videos which do not necessarily conform to the stereotypical conventions of a specific genre, so it is seen as unusual. The artist was born in 1970, and grew up in Suffolk. He has created many music videos and created art illustrations and directed short movies. Chris Cunningham has worked with my different artists. This includes artists such as Madonna, in which he helped and work with to direct her song "Frozen". Usually Madonna's music and her videos would feature on some of the most popular music television channels and radio stations as she is a well known pop artist. Madonna usually conforms with the typical codes and conventions of the pop genre including elements such as extravagant outfits, fun, different locations to engage the audience all including an upbeat, happy piece of music. However, in this particular music video, Cunningham has gone against all the stereotypical aspects of a pop music video and in which Madonna would usually conform with.

This can be seen throughout the use of mise-en-scene micro elements. The first micro element used is costume which Madonna is wearing. This goes against the stereotypical pop genre music video.She is appearing in an all black, long length dress. This immediately gives a different feel to the video, it creates a dark message and a sense of enigma which the audience may find hard to relate. The colour black has connotations which helps to portray the artist as depressed and low. This is unconventional of a pop artist as they are typically seen to be upbeat and energetic, enjoying their song as they are singing. This could help to deter the audience from creating a relationship with the artist as this both suggests the artists personality which the artist may be portrayed as sad and dull. Additionally, this may be uninteresting for the audience to watch as they can't relate to the artist at this particular time.The visuals are quite simple and are not linked to the lyrics so this means that the audience have to spend more time figuring what the lyrics mean, therefore diverting their attention, this could possibly lead to an unsuccessful music video.

Madonna's music video also shows diversity through the micro-element of editing. This is because of instead of using  a conventional transition such as fast paced editing which is usually used in a pop music video, slow transitioning is used. This can be seen when Madonna herself turns into one of the crows. This in itself gives a unique approach to the music video, but also is unconventional as the pop genre usually contains fast and multiple transitions to portray a party/energetic atmosphere. The use of the crows also contrasts from the usual atmosphere which is created in a pop music video. The reason for this is that crows represent sorrow, sadness and death which creates a depressive and emotional atmosphere for the audience watching. "Frozen" also relates to Goodwin's music video theory. More specifically a relationship between the lyrics and the visuals. This is evident as when the beat of the song changes, the birds appear and fly into the sky simultaneously. Furthermore, this helps to engage the audience as they will think about this throughout the music video and can see how the director has thought about specific elements of the video to engage the audience.

Furthermore Madonna's music video "Frozen" can also be seen as a diverse, unique music video through the use of mise-en-scene elements. The location helps to show this as it is an isolated location in the middle of nowhere. This can create a sense of enigma for the audience and is unsettling to watch as they may find this slightly eerie. This is because the audience may not be expecting to see this specific location as they are expecting to see a luxury home or setting which the artist is filming in as connotations with the pop music genre link to wealth and luxury. The audience additionally may find it harder to relate to the artist and build a relationship with her. This could possibly be due to the audience believing that the location also portrays the artists personality, as dull and interesting so are not engaged further.

Lastly, another aspect of miss-en-scene which is used throughout the music video which helps to add the unconventional aspects to create a diverse music video is the use of low key lighting. The low key lighting is used throughout the majority of the music video. This style of lighting is unconventional to the pop genre as this helps to represent the artists emotion which suggests she is feeling low and depressed. This does not enable the music video to be relatable for many of the audience members as this is not something the audience would expect to see, as they are used to an upbeat, happy and energetic atmosphere. The dull lighting could also help to suggest and give an insight to the artists personality which may disengage the audience. 

Additionally to the previous music video by Madonna that I have analysed, a similar music video which is diverse to the genre in which Chris Cunningham has also helped to produce is Window Licker, by Aphex Twin. This music video is from the elctro/trance genre, which can be compared to the dance and pop genre due to the lighting and iconography used. The electro/trance genre music video usually consists of upbeat shots multiple scenes to keep the audience engaged at all times with something new happening frequently. The music video genre usually includes many different styles of lighting which vary in colour and style to add a unique edge to the video and keep the audience engaged. Additionally  the music video will usually consist of many scenes including a choreographed dance routine. This video goes against the conventional aspects of a dance video to make the video diverse and unique, something in which the audience would not usually expect to see.

"Window Licker" goes against the typical conventions of the electro/trance music style genre. This is due to the narrative of the music video. The music video would usually be a performance and narrative style video as the majority of the video would film younger people enjoying themselves in a club atmosphere. Whereas in this music video, the music video is mainly narrative based combing a series of different shots which helps to try and illustrate a narrative. This is not stereotypical to the genre as this is not something that the audience would expect to see. This could stop the audience from building a relationship with the artist because this could infer and portray the artists personality through the narrative which is not very infesting and disengaging for the audience. Furthermore, another unconventional aspect of this music video is the location. Stereotypically a electro/trance style music video would typically be set in a similar atmosphere to a Pop genre music video, usually in a club, bar or location where drinking and partying is involved. The video is unconventional because the audience would usually expect to see this genre filmed in an up market setting, possibly around a mansion, or in a night club setting surrounded by wealthy people, girls and luxurious items. The reason for this is the artists from this particular style of genre are linked with with having a lot of money and leading an extravagant  partying lifestyle. However, in this video the audience see the video filmed on urban streets which isn't associated with luxury or wealth. This could be inferred to the audience as "ordinary" and question why the would like to watch something which is ordinary and not engaging for them to watch. However the diversity could possibly engaging for the audience as a new setting could intrigue them as it is something they are not expecting to see, which is ultimately the reasoning behind a diverse music video.

Furthermore, the music video can be seen as diverse through  the use of presenting the directors work throughout the music video, which links to Goodwin's music video theory. This can be seen through the use of iconography, the umbrella which clearly shows the artists logo which helps to promote his work. This is not conventional to a music video as this helps to promote his other work, whereas the main purpose of a music video is to help promote that particular song which is usually been released around a similar time. However, this is beneficial for the artist as he may be recognisable, helping to promote his work. By doing this the audience will link obscurity and diverse conventions to the artist and help his videos to become more memorable, influencing people to purchase further music from the artist.

Another diverse, unconventional element to the trance/electro music video is the length of its introduction to the video. Usually an entire music video from this genre would be around 3-4 minutes long. However, for this music video this is the same amount of time for the beginning and the introduction of the video. This isn't conventional to the music video genre as to the music video would usually be fast, upbeat and quickly paced with fast moving scenes and transitions, not drawn out. The use of the slow introduction and multiple scenes to extend the length of the video can be considered disengaging and uninteresting for the audience as they may get bored of watching something that they do not necessarily understand. 

The close up shot of the artist in the back of the limo helps to represent the artist conventionally.This is as wealthy due, as the audience are able to see that the artist is sitting in the back of the limo, being chauffeured around. This is usually something that a wealthy person would be able to afford, as they would not want to drive themselves around. This is a conventional aspect of the artist. The wealth of the artist also would conventionally attract women, which are usually seen to be all over the artist in the majority of videos, which can clearly be seen through the close up shot. This could help to build a relationship between the artist and the audience as the audience get to see an insight of the artists personality and lifestyle and feel as though they get to know him more as a person through this. Similar to this video, again Goodwin's Theory is used through the theme of females being portrayed in a voyeuristic way. This is due to the women acting and being portrayed sexually and in a flirtatious way in the back of the limo. This is beneficial for the artist as this could be spoken about due to the controversy of the subject which makes the audience engaged and what to see what every body is discussing. Relating back to the point of the artist being portrayed stereo typically, the women seem to be "all over" the one man, which is stereotypical due to the wealth of the artist.

Another song in which Chris Cunningham has also directed is for the artist Aphex Twin is "Come to Daddy". Which due to its alternative style may not have featured on top chart music video channels. The music video follows the narrative style music video, which the audience can see an elderly woman who is walking her dog being frightened and patronized by younger people. Like previously analysed this music video is also diverse and unique due to the director not following stereotypical conventions which would usually be seen within the music video. This helps to engage the audience as they are intrigued by the fact they have not seen aspects like this throughout a music video before.

An un-conventional aspect of the music video is the fact the video is narrative based. Whereas this genre is usually performance based and consists of the artist singing and performing a choreographed dance routine with bright lights and in a club like/partying location. Whereas in this music video it is predominately filmed in a street, urban city location. This location has connotations with poverty, crime and people which are not very nice to be associated with. This is unconventional to the trance/electro pop genre as usually, as previously mentioned would be filmed and shot within a club scene or an expensive, luxury location. This is because the artist would usually appear as though they are wealthy and can afford to lead a outgoing lifestyle. However, this may engage the audience as this is something they are not used to seeing and is unique so they will not get bored or feel like they are watching something similar which is the intentions that the director had.

Secondly, the video is unconventional to the electro pop/trance genre as the music video is mainly narrative based. the music video consists of the the old lady being terroised and frightened. This creates a unique and diverse music video because videos of this genre usually are performance based which includes the artist perfuming to the camera and a dance routine which is mainly choreographed with upbeat music and lighting. In addition to this, the music video is not stereotypical as you would not expect to see an elderly person within the music video as you would expect to see younger people acting as though they are having fun and a good time. However, this could help to engage the audience as this is something they are not used to watching, and may sympathize for the elderly woman which intrigues them more, making them continue to watch as their attention is drawn in.

Goodwin's theory can be seen throughout the music video "Come To Daddy" due to the fact the music video follows a particular style. The music video is mainly narrative based with also a single concept idea. This can be seen as the video is mainly narrative based and follows one idea as the elderly woman walks her dog, and is terroised by younger children. This may be engaging for the audience to watch rather than the video being performance based as they have something to focus on and are engaged as to the actions of the actors and may be able to sympathize for the elderly woman. Goodwin's theory is also evident through possible demand of the artist. In which the artist can be seen with an editing technique used onto the child. This allows the audience to see the artist multiple times. Not only this, it makes the music video unique and diverse as this is unconventional to a narrative as usually the narrative would simply be acted out. Engaging the target audience, as this is not what they would usually expect to see and are intrigued by the editing technique. 

Michael Gondry is French director, screenwriter and producer.He is recognized for his distinctive use of mise on scene and unique visual style. Gondry has won several awards which includes Best Original Screenplay. Gondry also creates diverse and unique music videos however, they are not as unique and diverse as what Chris Cunningham has directed. Michael Gondry has worked with many artists, this includes The White Stripe and Kylie Mongoue.

Michael Gondry directed The White Stripe "The Hardest Button To Button". As this music video is unique and diverse, it would most likely not be shown on on chart show music channels and may feature on an alternative music video channel.

This music video is from the Rock genre. The music video follows some stereotypical conventions due to the instruments which are included in the making of the music, including a drum kit and an electric guitar. In addition to this the music video contains conventional rock colours throughout which are dark, including blacks, blues and red.  The audience may be engaged by this as they feel as though the artist has chosen these colours to help represent emotion that the audience may feel due to the music they are listening to. The audience in turn may feel as though they are beginning to know the artist more personally as he has done something for his fans. Also representing him as down to earth, in which may engage the audience and raise their respect for the artist.

In addition to this, the music video follows some conventional aspects. This can be seen through the music video being performance based, this is conventional to the rock genre as they do not normally have a narrative based performance as this may be confusing for the audience to follow. The video conforms to Goodwin's theory through the use of stage performance as it can be seen the artist playing the guitar. This may help to build a relationship between the artist and audience as the audience are reminded as to why they originally liked the artist based on their talent. Although the style of the performance is conventional, the location in which they are playing their instruments is unconventional. Usually rock bands are seen to be playing on a stage full of thousands of audience members and bright lighting. Instead, the band is playing on the side of the street, which may engage the audience as they are not used to seeing this. However, the audience may also be engaged as it has "stripped back" the artist into how they found fame, and get to see their raw and natural talent.

In addition to this, Michael Gondry also directed Kylie Monogues pop music video "Come Into My World". The pop genre's conventional aspects are upbeat and lively performance and narrative based videos. Which engage the target audience with luxurious or known locations along with bright lighting, filters and effects.

The music video is mainly performance based, in which the artist is seen to be singing performing to the camera as she is walking through the urban streets. This allows the audience to gain an insight to what the artist does on a daily basis, which we can presume as an audience this may be her daily routine due to the clothing which is casual. Building a relationship between both the audience and artist as they gain an insight as to what the artist is like, and what she enjoys to do. 

Kylie Monogues music video of "Come Into My World" both follows and goes against stereotypical conventions of the pop genre. Firstly, the setting goes against stereotypical conventions as the audience would usually expect to see a pop video filmed in a luxurious location possibly in a club or party atmosphere, whereas in Kylies video, this is shot in the urban streets. This does not intrigue the audience as it does not seem very interesting or welcoming. The location of urban streets helps to present the artist Kylie as down to earth as she has not chosen an expensive 'flashy' location to showcase her talent. This may engage the audience as it allows them to focus on why they originally liked the artist, for her talent in her voice. Urban streets in which the artist has filmed on may also help to engage the audience due to the hidden meaning. This may help to promote a message to the audience that she has worked her way up, and is reiterating how grateful she is for her fans and audience which she wouldn't have become this successful without them.

Another unconventional aspect of the music video is the costume in which Kylie is dressed in. The outfit is a simple and could be seen to be an "every day" outfit. This is not conventional as in pop music video's outfits are usually co-ordinated and styled with a bold, bright colour, engaging the target audience due to outrageous and brave choices.  Again, this may be what Kylie is aiming for as this presents her as down to earth and suggests to the audience that the costume which she is featured in does not matter as long as the music she produces is beneficial and is what the target audience is wanting to hear. the However, a conventional aspect of this music video is that it is mainly performance based as the audience see Kylie with a slightly choreographed dance making her way throughout the urban streets. However, this is also not conventional as this is not a complete choreographed dance routine which a pop music video would usually contain.

Goodwin's theory is evident throughout the music video as frequent uses of close ups are used to promote the artist. Close up shots allow the artist to show and express her true and natural emotion, not hiding anything and showing her in a down to earth light. This may engage the target audience as hidden meanings and theme become more obvious. As well as they feel as though they are beginning to build a relationship with the artist as they believe that they have an insight to the artist through the use of the close up and are getting to know them more.

In conclusion, by analyzing music videos from both Chris Cunningham and Michael Gondry, this shows that diverse music videos can be successful. Although I believe that Cunningham produces more unique and diverse work which helps to engage the audience more than Gondry's music videos and is more memorable for the audience. Cunningham creates music videos which contain both performance and narrative styles which helps to show more creativity and really thinks as to how he can engage the target audience. Whereas I think that Gondry makes his music video's diverse by slightly adapting music videos by not following basic conventional aspects, such as costume or location of where the music video is shot. The directors are similar in regards to they have both created diverse and unique music video's in which content included may not engage all audiences.

Creating a diverse and unique music videos this engages the audience as they are different and are intriguing towards the audience, meaning they will want to continue re watching, meaning increased views and sales for the artist, with a higher profit. However, a music artist such as Kylie Monogue has created a diverse, unique music video and this has not created a success for the artist. This can be seen from the amount of YouTube she has on the video in which I have analyzed. In this video, she did not reach a similar amount of views in which she normally would when she follows stereotypical conventions to the music genre.

Artist would want to worth with these directors, Cunningham and Gondry as the unique and diverse music videos are memorable and more engaging for the target audience to watch. This may in turn receive the music video more recognition and has been discussed more for its diversity. Therefore resulting in more sales for the artist and record label as the video has been seen by a wider target audience. However, creating a diverse music video may not be beneficial to the artist and record label, as they may seem to hard for the audience to understand and grasp. As the video may be too confusing the audience may become disengaged with their attention diverted, and therefore not resulting in a higher profit for the record label.

If I was to choose one of the directors to create a diverse music video. I would choose Gondry. The reason for this is, Cunningham's videos are the most diverse and unique which would in turn appeal and possibly engage a wider target audience. However, for my specific target audience, I do not believe that they would want to watch an obscene music video which may ruin the soul genre atmosphere of the serious and emotional topics which are sang through the lyrics. Instead, Gondry adapts conventions to make the slightly unique and diverse which engages the audience to think about hidden meaning and may help to reiterate the narrative.