Research: Diversity of music Videos

 

Diversity of music videos

What are diverse music videos? 

Diverse music videos are videos that usually go against conventions and are targeted at niche audiences rather than the mainstream audience. Particular genres of music are prone to creating diverse music videos, for example, rock, alternative, and some dance genres are likely to create music videos that are likely to create a response from the audience, and the mainstream audience are likely to react with confusion and uncertainty due to them being familiar with conventional music videos that include common themes and easy narratives. 

Diverse music videos are also likely to be concept and performance based, with the concept being unclear, causing the audience to find it difficult to identify with. 

Diverse music videos are directed by specific directors that are able to make the music videos unique, differing from mainstream music videos. Famous directors of diverse music videos include: 

Chris Cunningham: 

Chris Cunningham is a British video artist, and has directed many diverse music videos for popular artists. He has worked with the likes of Madonna, Aphex Twins and Bjork etc, with their videos winning music video awards. For example, his video for Aphex Twins, 'Windowlicker' was nominated for the 'Best Video' award at the Brit Awards 2000. He also directed Madonna's 'Frozen' video which became an international hit and won the award for 'Best special effects' at the 1998 MTV Music Video Awards. Cunningham has been extremely successful in his work and as a result he has transitioned between the film and TV industry. Cunningham's music videos can be associated with Hebdige's theory which states that there are subcultures evident within our society, which are little cultures in their own rights and beliefs. Cunningham's music videos reflect his as they appeal to a niche audience. 

Some examples of popular videos Cunningham has directed includes:

        Bjork- 'All is full of love'

Cunningham directed this diverse music video, which included robots, and a distinctive narrative which consisted of a female robot being built and then finding love with a fellow male robot. The star image was extremely unique, however focused on the artist and was a pure and honest representation of her. The relationship between the images and the audience is uncommon as it leaves the audience mesmerised. The mainstream audience are likely to react with uncertainty and confusion, however, Bjork's loyal fans are likely to watch the video and  appreciate her work and her as an artist due to them identifying her as a unique artist with a unique style. Bjork decided to work with Cunningham as she believed he was a genius and is aware that she is from a certain genre, therefore she thought the collaboration would be a success. she explains that the music video revolves around love and lust which is evident throughout the video, as the two robots find love and make love to each other highlighting their feelings for each other. While the video was being made, Cunningham was concerned about how the video was going to form and look at the end, and was worried as ideas were frequently changing in order to make the music video successful and different from common videos. This video goes against conventions due to lacking common characteristics, such as real characters being evident in the video and the music matching the visuals. This occurs as the video is from the niche genre, trip hop.  I believe the video is different and intrigues the audience, leaving them in awe and wonder, it /also fulfils its purpose which is to revolve around love. The theme of love and lust is portrayed in an unconventional manner, which is more interesting and was thought out well. 

Aphex Twins- Come To Daddy

Cunningham directed Aphex Twins' music video 'Come to daddy' which is a niche music video, that is purely concept based due to there being no evidence of a specific artist or star image, and there is no sign of a narrative with a clear beginning, middle and end. The dwarfs are simply running around in a rebellious manner and are reunited with their 'daddy' at the end. The characters consist of an old woman, her dog, and male dwarfs dressed as females, which is confusing and may be perceived negatively by the mainstream audience, as they may see the content and images as disturbing. Therefore, this music video is targeted at the Aphex Twins' loyal fans and a niche audience who are able to understand their work. Although the music video does not appeal to a mass audience the video was still perceived as successful after it's release in 1997 as it was nominated for 'Best video' at MTV Europe Music Award and for 'Best Visual Effects' at MTV Video Music Awards. I believe that the music video fits into the category or diverse music videos as it does not consist of popular conventions, instead it does the complete opposite and there is no real message behind the video. The music video can be considered as controversial due to particular images, such as the dwarfs being dressed as females, and their 'daddy' wearing almost nothing. The title of the video can also cause misunderstanding, causing controversy which is reinforced through the images. 

Aphex Twins- Flex

Cunningham also directed Aphex Twins music video 'Flex' which is also a diverse music video made for a 15 minute film loop. The characters consist of a deformed, naked male and female that are in a curled up position, reflecting a foetus in a womb. There is no clear narrative or performance, as there is no star image visible. The couple are fighting and having sex at the same time which reinforces uncertainty for the audience. The images create a confused response from the mainstream audience, and they react by feeling uncomfortable by the images displayed. However, the Apex Twins loyal fans are likely to see this as normal and more normal than his other music videos due to a lack of exposed content. This video also causes controversy due to the content being inappropriate for the mainstream audience, as it consists of naked people and physical contact. Therefore, the film was given an 18 certificate by the BBFC. Although the music video is interesting, it has no clear message or theme associated with it. 

Cunningham has reoccurring characteristics within his work which are evident in the above music videos, these include: 

• Unclear star image 
• Deformity 
• Low key lighting 
• Weird locations 
• Works with niche genres of music 

These characteristics are not likely to be found in mainstream music videos, and therefore, this is what makes these diverse music videos different. Despite receiving criticism for particular choices he has made in the music videos, Cunningham is also seen as a successful director as his videos have been appreciated and nominated/ rewarded for their effects and outcomes. In my opinion, Cunningham's work proves an important point, that music videos do not have to make sense and stick to conventions in order to be successful, he proves that being different and unique, and reflecting this in music videos is enough to make it successful. Although some of decisions are weird and do not make sense, I believe his work is artful.

Michel Gondry:

Michel Gondry is a french director, screenwriter and producer and has been responsible for creating diverse music videos for popular artists. He has worked with mainstream artists including; Chemical Brothers, White Stripes, Kylie Minogue, Sheryl Crow, Sinead O'Connor, The Rolling Stones, Gary Jules, Daft Punk, Beck etc. These artists wanted diversity evident within their music videos to make a change, which relates to McCracken's theory which states that people change with age and become part of different cultures. This theory particularly applies to Kylie Minogue who created music videos that were mainstream and appealed to the mainstream audience, but then decided to seek help from Gondry to target her video at a different audience culture. Gondry's work has been extremely successful, for example, the successful collaboration with Bjork led to him directing seven of her music videos, including 'Human behaviour' and 'Bachelorette'.  

Some diverse videos Michel Gondry has directed includes:

Kylie Minogue- Come into my world

Gondry directed Minogue's music video, 'Come into my world' which was diverse due to the repetitive performance and the star image being unique. The characters consists of the female artist who is performing, by singing and dancing and then cloned numerous times, with the narrative repeating itself each time. The artists representation is subtle and stripped back which differs from her other music videos, in which the artist looks more glamorous and dressy. The prolonged use of cinematography also makes the video diverse, along with the special effects which required fifteen days for producers to complete. Despite the video being different it still appeals to the mainstream audience due to being from a popular genre: pop. This music video was honoured with a Grammy Award for Best Dance Recording in 2004 soon after its release illustrating its success and popularity among a mass audience. I think the video was diverse, and resulted in a successful outcome as the effects enhanced the video making it likeable and unique. 

Gary Jules- Mad World 

Gondry also directed Gary Jules's music video 'Mad World' which is portrayed as a low budget video due to the lack of mise en scene and basic editing. The video is repetitive, rhythmic and subtle with the pace of song matching the editing, which involves no cuts. Star image is evident with the artist singing from the top of a building looking over the people creating the different pictures, although the camera does not specifically focus on him. The music video is concept and performance based, with no narrative evident. The music video proved to make success as the song was included in the commercial to the video game, 'Gears of War' in 2006, and also peaking to third in the UK Singles (official chart company). Despite a basic location and a lack of glamour involved, the video is portrayed as diverse due to being different from mainstream videos, and the repetition that occurs. 

Daft Punk- Around The World 

Gondry directed Daft Punk's music video, 'Around The World' which is a  concept based video that consists of various groups of dancers dressed up in differing outfits and dancing to the song. There is no star image evident, however, the video intrigues the audience due to the various colours that make the video look bright and upbeat. The video is diverse as it is from a niche genre: french house, and differs from mainstream videos which usually consist of a star image and are performance based as well as concept or narrative based. Gondry used 'Around the World' as his first attempt to bring organised dancing to his music videos, and he portrayed each group of dancers as representing a certain musical instrument, for example, he claimed that the skeletons represented a singing voice and the mummies represented a drum machine which is an intelligent idea and reinforces the diversity of the video. This music video was extremely successful as it reached number one in the dance charts and was awarded an MTV music award for 'Best Video' in 1997 and a Grammy Award for 'Best Dance Recording' in 2000. 

Reoccurring characteristics evident within Gondry's work includes: 

• Low budget locations
• Clever visual twists
• Visualisation of instruments 
• Repetition
• Concept based videos
• No/ Simple star image

These niche characteristics are what make Gondry's videos so diverse and different from mainstream videos. These characteristics have enhanced his work making him more successful and ensuring that his work is rewarded with awards. In my opinion Gondry's work  differs from other directors as he uses simplicity to make his work successful and effective. This proves that it is not all about expensive locations and lots of mine en scene that makes a video so successful, it can just be efficient cinematography and basic skills that enhances a video. 

Out of the two directors, Gondry is my favourite as his work is diverse yet can still appeal to a niche and mainstream audience, due to it not being overly controversial or overly inappropriate. Instead, it is effectively portrayed to an audience, giving it more emphasis and allowing excitement to build for an audience. 

Advantages and disadvantages of diverse music videos: 

Advantages: 

• Creates hype for the audience
• Portrays individual style-  Allows directors and artists to be creative and unique when making the music video. 
• Visually appealing- Diverse music videos are likely to be more appealing to the eye due to their different characteristics and effects contrasting with mainstream music videos. 
• Infinitive film making style 
• Reinvent an artists star image- If an artist feels their music career is in jeopardy, creating a diverse music video is likely to reinvent their image, forming their popularity again. For example, Kylie Minogue turned to Gondry to reinvent her image, and to seek popularity again. 
• Entertaining- Diverse music videos are more likely to be entertaining to watch due to them differing from mainstream videos, and containing artful effects. 
• Mentally challenging
• Gives the artist an intellectual sense
• Artist can have a niche audience
• Abstract comes to life

Disadvantages:

• Controversial content- In order to make particular music videos diverse, directors may add controversial content that could cause criticism, and could lead to the music video failing. 
• Some people may not understand- If the video is diverse and does not make sense, some people may not understand the content or themes. 
• Videos may not gain viewings from a mainstream audience- Diverse music videos usually appeal to the niche audience, due to them being from niche genres. 
• Risky- Diverse music videos can be expensive to create and it could be risky as it may not be successful. 
• Video can be at risk of getting censored- If the video contains controversial content the video may be at risk of getting censored, preventing it from being viewed by a mainstream audience. 
• Distressing visuals- The music videos may contain distressing images that the audience may be uncomfortable watching. For example, this is evident in Apex Twins, 'Come to Daddy'. 
• Can ruin an artists reputation- If the music video is to diverse for the audiences liking, and it proves to be unsuccessful, an artists reputation can be ruined rather than enhanced. 
• Certain audiences may find the diverse videos bizarre

Should diverse music videos stay away from mainstream music culture? 

It can be argued whether or not diverse music videos should away from mainstream music culture. I believe that diverse music videos should stay away from mainstream music culture    as they deserve to be identified for their unique nature, rather than being categorised as mainstream. If the videos appeal to a niche audience and contains niche characteristics, that differ from mainstream music videos then they should be recognised for this. Furthermore, diverse music videos are also likely to reject Goodwin's theory contrasting with mainstream music videos which are likely to include at least two of his characteristics or more, therefore this proves that diverse music videos have their own music culture. Diverse music videos are also likely to be from niche genres of music, which indicates that they should not in the same category as the mainstream music culture, as niche genres are not listened to by a mass audience and are targeted at the niche audiences. 

Conclusion:

Overall, I have learnt that diverse music videos exist and contain niche characteristics which   distinguishes them from mainstream music videos. After researching Cunningham and Gondry's work, I have identified certain similarities they portray within their videos which is using their imaginations to create diverse videos. As a result i am considering including particular features to make my music video diverse if my video is of a niche genre as it will make my music video more entertaining and enjoyable for the audience to watch, increasing the rate of success my video receives. However, I do not intend on making my entire video diverse, as it could create uncertainty for the audience and I may put the videos success at risk. When i decide the genre my video, I will find the conventional characteristics of existing videos from the same genre, and create my video according to similar characteristics and diverse characteristics so there is a balance of both within my video. I also want to ensure that I follow Goodwin's theory to an extent by providing some of his characteristics within  my video, and I want to use Dyer's theory which is associated with star theory, ensuring that my artist is portrayed in a particular way to the audience. Therefore, in order to include the theories and make my video diverse, I need to find a balance to avoid any problems occurring.