Research: Diverse Music Videos - Ms Begum

Diverse Music Videos

 

Introduction

- A diverse music video is a video that displays content that may often be deemed as controversial or obscure. This is because the artist that tends to create these type of videos are of niche genres for example electro, dance and alternative. Generally, the videos are concept based which reinforces the idea that often the video obscure. There have been time where more mainstream famous artists like Madonna and Kylie Minogue have used this idea of diversity and this was to create a new sense of image to their audience after a slight absence in the industry. However, this has to be done in a subtle way to maintain their mainstream audience.


 

Chris Cunningham

- Chris Cunningham is a British video artist. Cunning has primarily directed music videos for ambient music and electronica acts such as Autechre and  Aphex Twin. He has also created art installations and directed short movies.

- Bjork's ''All Is Full Of Love'' won multiple awards, including on MTV music video award for Breakthrough Video and was nominated for a Grammy for Best Short Form Music Video. It is also the first ever music video to win a ''Gold Pencil'' at the D&AD Awards.

- Cunningham's video for Aphex Twin's ''Windowlicker'' was nominated for the ''Best Video'' of the Brit Award 2000.

- Madonna's ''Frozen'' video became an international hit and won the award for ''Best Special Effects'' at the 1998 MTV Music Video Awards.
- Cunningham also came out of a seven year hiatus from making music videos to direct the video for ''Sheena Is A Parasite" by The Horrors.

 

Some of  Chris Cunningham's work and my opinion:



1) Aphex Twin - ''Come To Daddy''.

*Video*


- After observing the production that was made above, I personally thought that the music video is very unique and original to it's conventions. Also, I found it quite disturbing and uncomfortable due to the unclear and distorted narrative plus mainly concept based that are completely different from any other music videos that I've seen as we could clearly see a devilish man screams on the TV screen saying ''I want your soul'' and calling out children who appears to have his face running around disturbing the building and comes to him in the end. This music video would appeal more to a niche audience due to the video containing controversial images and characters which isn't mainstream for everyone to enjoy.




2) Aphex Twin - ''Flex''

*Video*


- Once again, another very distinctive and surreal concept based music video. I found this video extremely confusing and made me feel anxious whilst watching it. This is due to the video containing a very hideous narrative, in fact the narrative within my own understanding and opinion isn't exist in this video. This music video would attracts a niche audience due to the genre which isn't mainstream and uncertain that the viewers would enjoy it.




3) Bjork - ''All Is Full Of Love''

*Video*


- I found this video not as controversial as the other two above but still on a level of controversy. This is due to the narrative of two female robots having sexual interactions. The star image within the video is also non-identified. This video would attract a niche audience due to the music video is quite creepy and can't be guaranteed what the audience's reactions would be.




From analysis, general traits of Cunningham's work:

- Low-Key Lighting
- Use of CGI
- Distorted characters
- Surreal and uncommon themes
- Unclear narrative & more concept based
- Forcing the audience to feel uncomfortable
- Star Image non-identified
- High budget


 

Michel Gondry

- Michel Gondry is a French film director, screenwriter, and producer. He is noted for his inventive visual style and manipulation of Mise en Scene. He won an ''Academy Award for Best Original Screenplay'' as one of the writers of his acclaimed film called ''Eternal Sunshine of the Spotless Mind''.

- His career as a filmmaker began with creating music videos for the French rock band ''Oui Oui'', in which he also served as a drummer. The style of his videos for ''Oui Oui'' caught the attention of music artist Bjork, who asked him to direct the video for her song "Human Behaviour''.

- This was aired in 1993 and stunned millions of viewers. The outlandish images complemented the artist's eccentric style, and that resulted to a long-term, professional relationship between Bjork and Gondry.

- Gondry has also worked with famous artists and bands such as Kylie Minogue, Daft Punk, Gary Jules, Radiohead, Beck, Rolling Stone, The Chemical Brothers and The White Stripes..

 

 

 

Some of Michel Gondry's work and my opinion:

 

 

1) The Chemical Brothers - ''Let Forever Be''

 

*Video*

 

 

- After observing the production that was made above by Gondry, the narrative displayed a normal everyday lifestyle of a young lady. Unlike Cunningham having the element of controversy and unique features, Gondry has managed to make his production more enjoyable and normal for the audience to watch. But at the same time the narrative is still come across quite confusing to the audience and contain very little star image of the drummer at the beginning of the video. This music video would attract a larger audience than a niche audience because it is more appealing toward viewers as it doesn't contain any controversial features.

2) Daft Punk - ''Around The World''

*Video*

- The music video displayed an unclear narrative but contain more fun and entertaining features that includes dancers dressed in different costumes to portray different persona. This video contain no star image feature at all. I found this video very entertaining as it is more colourful and seems more positive and fun to watch. This video would attract a mainstream audience due to it's being colourful and enjoyable for people to watch without having to worry about what their reactions might be.

3) Kylie Minogue - ''Come Into My World''

*Video*

- The music video displayed a narrative of a normal lifestyle of a young lady (Kylie Minogue), also includes features of a performance based. I enjoyed watching this video because I thought it was fun and very creative how the narrative was portrayed through the clever used of editing repeating the same sequence of the artist walking in the circle and each time another clone of the artist join in the journey representing the daily routine lifestyle. This video would attract a mainstream audience because of the genre of this song plus the popularity of Kylie Minogue having her own massive fan based.

From analysis, general traits of Gondry's work:

- High-key/Natural/Colourful lighting

- More concept & performance based narrative

- Common themes

- Some star image was used but still very lacking

- Low/Average budget

 

 

My preference of director:

- Through many researches into the two music video artists, I personally think both of them have very unique and different ideas and elements that are very important to make a successful music video. Michel Gondry is more appealing toward the mainstream audience as the music videos that he has been directed doesn't contain features or narrative that make the audience dislike his videos. Unlike Gondry, Chris Cunningham is really clever with his music videos which is the reason why he have won multiple awards and his music videos are so unique and distinctive from others. But due to his music video being too different, which includes features of controversy images and characters, this leads to a concern of uncertain of the audience reaction whether they enjoy it or not. This is why his music videos only attract a niche audience where as Gondry is more appealing to a mainstream audience as his music video tends to be more fun and entertaining.

 

Should diverse music videos stay away from mainstream culture?

 

- Personally, I think diverse music videos shouldn't stay away from the mainstream culture due to it's originality and distinctive features that make it stand out from the mainstream culture. This is because diverse music videos does attract an audience, but a niche, it wouldn't be fair on the artists and the viewers that enjoy this particular genre if diverse music videos stay away from mainstream culture. Because there are so many mainstream music with the same purpose of  making the artists successful, it is always good to have something different as seeing the same thing could be boring at times. Even though it does contain unique features and narrative, diverse music videos are still counted as successful music videos and have also won multiple awards within the mainstream culture. In addition, I think diverse music videos shouldn't stay away from the mainstream culture.

Advantages of diverse music videos:

 

- Allows artists to re-invent themselves

- Appeal to a niche audience

- Music video is more memorial

- Original for audience and artists

- Abstract comes to life

- Give artist an intellectual sense

 

 

Disadvantages of diverse music videos:

 

- Can't guarantee the audience's reactions therefore not sure if they will like it

- Might get banned

- More bad reviews

- Damage artist's reputation

- No relationship built with artist to audience

- Limited target audience

- Audience might find it bizarre and lose fans

Conclusion

- All the information above has really helped me to gain a better understanding into the diverse music videos and how it affects the audience and the mainstream music culture. Also allows me to learn more into the two famous music video artists and their successful work with famous artists. I might consider to use the features of diverse music videos because it might be able to help my music video stand out from others.