Research: Hebdige's Subculture - Ms Begum

Richard Hebdige's Sub-culture

 

Introduction

- Subcultures are when a group of people become together and form an identity because they share similar ideas and belief. In other words, they are groups who are united through common values systems and tastes such as clothes, music, politics etc.

- Subculture is a group of people within a culture that differentiates itself from the larger culture to which it belongs.

- A group who are also positioned outside of the mainstream culture.

 

 

How are they evident in the music industry ?

 

These are some of the examples of sub-cultures:

 

- Skinheads

- Nerds

- Bikers

- Hippy

- Emo

- Queer

 

 

Conformity and rebellion:

 

- They do not like conformity, they like to rebel against common values and systems.

 

 

Attitude to capitalism and consumerism (are they materialistic):

 

- Do no follow capitalism, have their own set of rules and behaviours conduct. Tend not to be consumerists, however do consume good that's a relevant to their lifestyle.

 

'Tribal/gang' rivalry with other groups in society:

 

- Do not like mixing. However, traditionally, they have stereotypes where they do not like certain groups of people/races etc.

 

Traditional ideas or 'neophyte' (new ideas):

 

- Have their own traditional beliefs in the way they should live their lives. True followers of subcultures do not take upon 'neophyte' ideas.

 

Music interests:

 

- Niche ( genre depends on the subculture group).

 

 

What did McCracken say ?

-  Grant McCracken made two statement:

 

1. ''The postmodern world is full of diversity, dynamism and creativity''.

 

2. ''If we look at the array of valves, and ideologies then we can't say all subcultures come from one culture''.

 

 

 

What did Hebdige say ?

- Although some people think subcultures appears to be different, deep down they are the same.

- Sub-culture are ''little culture'' as they are all doing the same thing of resistance.

- Consumption is an active process in which different audiences read into the same cultural product.

- Many groups are involved in protest and resistance against the mainstream.

- People can resist mainstream culture and become a subculture.

 

 

Hebdige and pop music:

 

- Bands are able to go independent and be successful away from mainstream culture.This was most significant during the punk area.

- Consuming music is a process that differs from person to person.

- For example, social background can lead to different readings of the same song = people are not part of the ''mass-culture''.

- This theory suggests subcultures, in which people with similar tastes and interests have a different tastes in music due to their social background etc.

 

 

Subcultures and historical times in relation to music

- Many argue that cultural music tastes depended on the historical time and structure of social, economic and political change.

 

- 1950s rock 'n' rollers, beatniks and Teddy boys.

- 1960s surfers, rudeboys, mods, hippies and bikers,

- 1970s skinheads, soul boys, rastas, glam rockers, funksters and punks.

- 1980s heavy metal, hip-hop, casual, goth, rave and clubber styles.

- 90s, noughties and beyond. Distinctive blends of fashion and music love have become a defining feature of the cultural landscape.

 

 

 

How does the industry now target audiences ?

- The industry in the modern day target their audiences in numerous way where it is appropriate and appealing towards the audience making them passive. An example of this is 'The X Factor''.

 

'' There are two rival views of the relationship between pop music and youth ''

 

1) Pop stars are constructed to appeal to specific markets with specific valves.

 

2) The audience are so unpredicted in their like and dislikes that record companies can never truly know how to target them.

 

 

 

 

Current day in relation to Hebdige

- Consuming music is a process that differs from person to person. This is a very clear evident in today's society. An example of this is ''The X Factor''.

- Social background can lead to different readings of the same song. This means people are not part of one '' mass-culture'' - can all like one thing, but for different reasons.

- This theory suggests subcultures, in which people with similar tastes and interests have a different tastes ain music due to their social background etc. This is true, however it is clearly starting to change.

 

 

 

Current day in relation to Dyer's ''Star Theory''

- Stars represent shared cultural values and attitudes, and will promote a certain ideology.

- Fans who agree with that set of values will support the star.

- Fans will imitate stars in an aspirational effort to get 'closer' to the glamorous, fantasy lifestyle they appear to have. This may take the form of 'dressing up', imitating performances, adopting behaviour etc.

- Though Dyer was applying this theory to movie stars. It can also be applied to pop stars, who often have a far faster rise to stardom by promoting values.

 

 

 

 

Conclusion

- All the information above has helped me to gather more knowledge into the subcultures in contrast to the mainstream. However, the target audience for my music video would be more appealing toward the mainstream due to the conventional features and is more appropriate for a mass-culture audience. This is because my video would not include any distinctive features such as controversy and harmful images but rather more performance and concept based which is more entertaining to watch.

Research: Popular Music Theory - Ms Begum

Popular Music Theory

Introduction

- It is important to understand theory because it provides information that should be known for people within the industry to follow and therefore develop their own ideas in order to achieve, be successful and survive to make a stance for themselves in the mainstream. 

- It is also important to understand the theorist because it provides their personal interests and where they found information and motivations from in order to come up with theories that was created to be learning about throughout generations.

 

Popular Culture

- Popular culture is a chosen culture that is based on the taste of ordinary people rather then bourgeoisie elites. Popular culture is everywhere. 

- Popular culture is sometimes viewed as being dumbed-down in order to find acceptance throughout the mainstream. 

 

Antonio Gramsci - Hegemony

-  Gramsci introduces the concept of hegemony. This occurs when ruling class values and ideas are dominates the society this effects every institutions including music.
- Capitalist societies, with the ruling – class relying heavily bourgeoisie. With Gramsci he believes that they are able to do this due to the control they have over the influential institutions, such as popular media like magazines, TV, music and different media platforms.

Hegemony:

-  This is a media texts represented to the world usually in order to support a dominant ideology.
- With the hegemony is the way the people with the power keep and maintain their control of the ruling class.
-   Most/all ideologies are pretty much considered hegemonic; with the power in the society is maintained by constructing ideologies which usually are promoted by the mass media.
-  With them allowing it be promoted by the mass media it allows the young audience, what it does is allow them to follow it as that is what they would want so that their wouldn’t be any riots to the bourgeoisie.

- Hegemony is when the dominance if one social group over another such as the ruling class over all the other classes below them.
- With this theory what is claims is that the ideas of the ruling class come to be seen to the people as normal. As they are being seen as universal ideologies, with it being perceived to benefit everyone whilst it actually only benefiting the ruling class.
- Cultural hegemony is the sociological concept that the culturally diverse society can be ruled or be dominated by one of is social classes which is the ruling class.

  

Frankfurt School

- Popular music is the end product of a production line where everything sounds similar.

- This is an industry that exploits the mass population for profit and social control, in hope that they accept a certain ideology about the world they are living in.

- The music industry promotes absorption. Everything about these pop stars becomes a commodity (product). These includes their clothes, image, like and dislikes etc.


 

Theodor Adorno

- Theodor W. Adorno was a German sociologist, philosopher and musicologist known for his critical theory of society. He was also one of the most important philosophers and social critics in Germany after World War II
-   He was a leading member of the Frankfurt School of critical theory, whose work has come to be associated with thinkers such as Ernst Bloch, Walter Benjamin, Max Horkheimer and Herbert Marcuse, for whom the work of Freud, Marx and Hegel were essential to a critique of modern society.



-  Adorno argued that capitalism fed people with the products of a ‘’culture industry’’ – the opposite of ‘true’ art – to keep the passively satisfied and politically apathetic (no interest).
-  Adorno adopted the term ‘culture industry’ to argue that the way in which cultural items were produced was analogous (comparable) to how other industries manufactured vast quantities of consumer goods. Also, culture industry exhibited an ‘assembly-line character’ which could be observed in the synthetic, planned method of turning out its products. The metaphor of the ‘assembly-line’ was used to stress the repetitive and routine character of cultural production.
- These features are particularly true in the popular music industry. All popular music products are commodities to be sold to an audience who believe that they are consuming ‘true’ emotion.
- Popular music products are characterised by ‘standardization’ (they are basically formulaic and similar) and ‘pseudo-individualization’ (incidental differences make them seem distinctive, but they’re really not).
- Products of the culture industry maybe emotional or apparently moving, but Adorno sees this as cathartic – we might seek some comfort in a sad film or song, have a bit of a cry, and then feel restored again.- Pseudo individuality: (meaning fake) - Adorno was critical of what they referred to as pseudo individuality. By this they meant that artists within the cultural industry, when examined, had very little differences whose uniqueness lies only in very minor modifications e.g. trade marks - Adorno believed that the culture industry allows people to become ‘masses’ and be easily manipulated by capitalist corporations and authoritarian governments. And due to control of capitalist production: music becomes merely standardized, formulaic and repetitive. It has no value whatsoever and leads to a very specific type of consumption that is passive, obedient and easily manipulated for the purpose of propaganda or advertising.

The Birmingham School

- In the inaugural lecture that followed his appointment as Professor of English at the University of Birmingham in 1962, Richard Hoggart announced his intention to conduct research into ‘mass’ culture. Two years later, Hoggart had founded the Birmingham Centre for Contemporary Cultural Studies.
- Under the directorship of first Hoggart and then Stuart Hall and Richard Johnson, and with the commitment of Michael Green throughout, the Centre operated at the intersections of literary criticism, sociology, history and anthropology. Rather than focus on ‘high’ culture, the intention was to carry out group research on areas of popular culture such as chart music, television programmes and advertising. 
-Work produced at the Centre showed that popular culture was not only worthy of academic study but often also politically significant. It showed, for example, the importance to young people of subcultures based around style and music, the ideological influence of girls’ magazines over their young readership.

Dick Hebdige

- Consumption is an active process in which different audiences have different readings into the same cultural products.
- Adorno's ideas are very pessimistic and dismissive of mass audiences as passive and easily manipulated. (Challenges Adorno)
- Audiences are active and not passive. Through resistance of pop culture creates sub-culture.

Conclusion

- All the information above has helped me to learn all the ideologies of the six theories we have studied. As a spectator, the audience are those who contributed and make the artists famous as they are in the popular culture. Without audience are being seen as passive, I strongly disagree to this statement due to people have different backgrounds and religions plus cultures therefore different view points thus meanings is created. In addition, I believe that the audience is not passive but rather active. Within my music video, I will represent my artist/band in a way where they can more appealing to the audience and in relation to 'popular culture', my audiences will rather be active.

-  

Research: Richard Dyer's ''Star Theory'' - Ms Begum

Richard Dyer's ''Star Theory''

 

What is star theory?

- Richard Dyer states that 'star' are constructed, artificial images, even if they are represented as being ''real people'', experiencing real emotions. It helps if their image contains a designed audience so that they can be copied to the interests of that audience.

- Pop stars have the advantage over film stars in that their constructed image may be much more consistent over a period of time, and is not dependent on the films they choose as star vehicles.

 

Richard Dyer

 

- Richard Dyer (1945-) is an English academic currently holding a professorship in the Department of Film Studies at King's College London. Specializing in cinema (particularly Italian cinema), queer theory, and the relationship between entertainment and representations of race, sexuality, and gender.

 

- Distinction be made between those who are simply known for performing pop music and those who are known for being pop stars.

 

- Richard Dyer said star is incoherent, that it is incomplete and ''open''.

- ''The star must be simultaneously ordinary and extraordinary for the consumer''.

- '' The star must be simultaneously present and absent for the consumer''.

 

 

 

 

 

Difference between performer and pop star:

 

Pop performers are described as pop stars = promoted to this status by their management = synergy.

- Performer: May/may not be famous. Just perform music e.g. The Passengers, Foxes...

 

 

A true pop star does have a lasting significance and has ''brand awareness'' amongst a wider market over a period of time.

- Pop Star: Image constructed to an audience e.g. Chris Brown, Usher... 

 

 

 

- He identified four elements to recognising a star:

 

1) Stars and constructions

2) Industry and audience

3) Ideology and culture

4) Character and personality

 

Stars and Constructions

- Star are constructed, artificial images.

- Helps if their image contains a Unique Selling Point.

- TV programmers such as ''The X Factor'' show us the supposed construction of process, how an ordinary person is groomed, styled and coached into fulfilling a set of record company and market expectation

 

Industry and The Audience

- Stars are manufactured to make money.

- Pop stars, whatever their nature are quite company and they must be sold.

- There's always someone fresh to choose from. Another way is to produce a star/s with long lasting appeal, who, once their brand is established, can cater to a fan audience for decades.

 

Ideology and Culture

- Stars represent cultural values and attitudes, and promote a certain ideology. Audience interest in these values enhances their ''star quality'', and create their star persona.

- Social network give pop star the opportunity to established their own values outside their music. 

 

Character and Personality

- The star is a construct, but the construct that has a foundation of realism.

- Stars provide audiences with a focus for ideas of ''what people are supposed to be like''.

- Stars may support hegemony/dominant cultural ideology by conforming to it (thin/beautiful) or providing difference (fat/still lovable).

 

 

- Music stars normally doesn't have much control of their star image due to their managers and record labels wanting them to look or dress a certain to keep and enlarge their fan based and most of the time look like ''Stars'' no matter where they are.

 

Conclusion

- All the information above has helped to give me a better perception of star image and star theory and how it works within pop stars, pop performers and their appearances. Within my music video, I will present my artist/band in a suitable way in which come across appropriate, catchy and attractive to engage and draws the audience to watch.



Research: Star Image In Music Videos - Ms Begum

Star Image In Music Videos

 

What is star image?

- Star image is the way an artist is represented to the audience. The most effective way to do this is through music videos as this can reach a mainstream and international audience.

- A star's image becomes readily recognised sign that is used in many different media platforms.

- Stars can use the fact that  their image has meaning by allowing it to be used for advertising purposes.

 

 

 

How can music videos help boost an artist's career?

- When a new music video has been made for an artist's new single, for example Chris Brown releasing his newest music video of his new single ''New Flame''. As he already have a massive fan based, this could still help to boost up his career to becomes even bigger and better on a next level. This could includes more record deals, make more profit, more fans etc.. This also allows artist like Chris Brown to re-invent themselves after a long break or a scandal, giving them the ability to send their own messages across to their target audience. Moreover, they could promotes their own merchandise such as Chris's own clothing line goes by the name of ''Black Pyramid''. By having a music video, this could also allows artist to show off their other talents such as acting and dancing to attracts a larger fan base.

Michael Jackson case study:

- Michael Jackson, one of the most widely beloved entertainers and profoundly influential artists of all-time, leaves an indelible imprint on popular music and culture.

- Five of Jackson's solo albums - "Off the Wall," "Thriller," "Bad," "Dangerous" and "HIStory," all with Epic Records - are among the top-sellers of all time and “Thriller” holds the distinction as the largest selling album worldwide in the history of the recording industry with more than 70 million units sold. Additionally, singles released from the Thriller album sold more than 100 million copies worldwide, another all time record.

- During his extraordinary career, he sold an estimated 750 million records worldwide, released 13 No.1 singles and became one of a handful of artists to be inducted twice into the Rock and Roll Hall of Fame. The Guinness Book of World Records recognized Jackson as the Most Successful Entertainer of All Time and "Thriller" as the Biggest Selling Album of All Time. Jackson won 13 Grammy Awards and received the American Music Award's Artist of the Century Award.

- Michael Jackson started in the music business at the age of 11 with his brothers as a member of the Jackson 5. In the early 1980s, he defined the art form of music video with such ground-breaking videos as "Billie Jean," "Beat It" and the epic "Thriller." Jackson's sound, style and dance moves inspired subsequent generations of pop, soul, R&B and hip-hop artists.

 

The Life and Career of Michael Jackson: The Early Years

 

 



The Life and Career of Michael Jackson: The Later Years

Some stars and their image on the audience/industry

- Justin Bieber (before & after) was a young singer on Youtube who had the potential and star image of a pop star. Later on he was signed by Usher and this is when his career plus appearance started to change. He went from a cute little young boy into a mainstream singer/rapper where he used to sing  sweet lyrics then turn into girls, drugs and sex. This is when he started to get arrested and involving himself into the political side such as for smoking ''Cannabis'' on his tour bus, having ''Cocaine'' in his home, drag racing rental cars, spat on his fans, hang out with prostitutes, DUI and many more...




- Miley Cyrus (before & after) went from a young famous Disney Channel star goes by the name of ''Hannah Montana'' who attracted a wide fan based of young teenagers. After she was signed by RCA, she then changes her star image massively from a sweet young girls who influence her fan based in a positive way into a drug addict who started singing about drugs and sex. This is also when he started to get herself involve into the political such as smoking cannabis on stage, kissing Katy Perry in front of her fans, wearing bizarre costumes whilst performing and controversial music videos that contain nudity plus many more...

Conclusion

- All the information above has helped me to have a better understanding of star image and how the artist's appearance could make such massive difference. Within my music video, I plan to use star image where it is suitable for the music genre plus the age rating of the artist as well has the target audience.

 

Research: Intertextuality - Ms Begum

Intertexuality

What is intertextuality ?

- Intertextuality is when media text reference another media text. This can either be reflected in the style of the video or done in a humorous way, for instant a parody. It can help audiences take further levels of meaning away from a text.

- It is perhaps not surprising that so many music videos draw upon cinema as a starting point, since their directors are often film school graduates looking to move on eventually to the film industry itself.
- Goodwin said that intertextual references are links to films, TV programs or other music videos etc.

- Music videos often use some form of intertextuality, borrowing ideas from or parodying other media.

A few examples and analysis of intertextuality in music videos:

- This is an example of intertextuality as the singer Chris Brown has done, at a concert to pay his tributes to the King of Pop ''Michael Jackson''. The mise en scene used here is the same as Chris Brown is wearing the same clothing and almost embodied Michael's dance moves.








- An example of a parody is the music video of ''Single Ladies'' by Beyonce where she done a dance routine that went global and achieved a lot of success and then a group of three famous actors and singers including Justin Timberlake remade the video and made it a joke but Beyonce herself was included in it to make it nice and funny idea.

- Another example of a parody is the music video of ''Bound 2'' by Kanye west where he appears to be on a motor bike with his wife Kim Kardashian that was a massive success towards his career. Then a parody was made by two famous actors who appears to be James Franco and Seth Roger remade the video and took the ''mick'' out of the concept of the original music video.

Advantages of intertextuality

- Entertaining towards the viewers

- Attract more fan based

- Make more profit

- Build relationships with the audience

- Expand the artist's profile

Disadvantages of intertextuality

- Might not appeal towards the audience

- Unsure of the viewer's reaction

- Lose fan

- Relationship is being created

- Damage artist's reputation

Conclusion

- All the information above has helped me to understand the uses of intertextuality better and the effect it could creates towards the viewers. I would like to use intertextuality if it works perfectly fine within my music video, if it appears not to, I would like to not take risk.

Research: Mulvey's ''Male Gaze'' - Ms Begum

Mulvey's ''Male Gaze''

Introduction

- The ''Male Gaze'' is a term discussed by Laura Mulvey in her essay, "Visual Pleasure and Narrative Cinema" (1975). It is used to describe when the audience is put into the perspective of a (heterosexual) man. Female characters are sexualized, and the camera may zero in on female body parts considered sexual.

 

 

 

Laura Mulvey

- Laura Mulvey is a British feminist film theorist. She worked at the British Film Institute for many years before taking up her current position. She believes that in film, audiences have to view characters from the perspective of a heterosexual male.

- Mulvey is best known for her essay ''Visual Pleasure and Narrative Cinema'' written in 1973 and published in 1975 in the influential British film theory journal ''Screen''.
- She believed that men looked at women for visual pleasure. (Active male/passive female)

- The concept of ''Gaze'' is one that deals with an audience views the people presented. For feminist it can be thought of in 3 ways:

1) How men look at women.

2) How women look at themselves.

3) How women look at other women.

 

 

Features of the Male Gaze

- The camera lingers on the curves of the female body and events which occur to women are presented largely in the context of a man's reaction to these events.

 - Relegates women to the status of objects. The female viewer must experience the narrative secondarily, by identification with the male.

 - Some theorists also have noted the sexualizing of the female body even in situations where female sexiness has nothing to do with the product being advertised.

Examples of music videos that follow the structure of the 'Male Gaze'

1) Benny Bennasi - ''Satisfaction''

*Video*

- It is very clear that the ''Male Gaze'' was used in the video above as we can see through the use of micro-elements such as cinematography of a various close-up mixed with the use of slow motion editing to highlights the inappropriate body parts of the female. This draws more attention from the audience especially heterosexual male as it is the main purpose of the music video.

2) Nelly - ''Tip Drill''

 

*Video*

 

- This video was stated as one of the worst music video ever made and has put Nelly into a lot of troubles dealing with the consequences after the making of this ''reckless'' and ''disgraceful'' towards women. This is evident through the use of many close-up and mid shots plus having the theme of sex and includes homosexual activities. This attracts attention from male audience as it appears to be ''sexy'' and ''revealing'' which is engaging for males to see. Whereas, other female would look at this video as disrespectful towards them and have no respect towards the females that took part in the music video.

 

 

3) Eric Prydz - ''Call On Me''

 

*Video*

 

- Once again, just like the other two above. This music video definitely follows the ''Male Gaze'' theory as we can see through the use of micro-elements of various shot sizes such as close-up and mid shot to concentrates on females body parts. Even though there is only one male appear to be in the music video, he is still counted as active due to the female being actively concentrate on the fitness class but at the same time passively seducing and pleasuring the male's vision.

 

 

Criticisms of the theory

- Neglecting genders as well as sexual orientation.

- Some women enjoy being ''looked'' at e.g. beauty pageants.

- The gaze can also be directed towards men, especially in this new age of commercialism.

- Doesn't consider female spectators much.

- Her views are mainly from a heterosexual perspective.

 

 

 

Conclusion

- All the information above has really helped me to learn more about the ''Male Gaze'' and the beneficial of this theory towards music videos. If my song choice includes a female artist, I will apply this theory into my music video. I will do this by following the features that highlight this theory which includes a lot of close-up and slow-motion in certain parts of the female body to attract people to watch.

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.