Diversity of Music Videos - Miss Miller

Diversity of Music Videos

There are many different elements that make a music videos diverse and unconventional. These can vary from different elements such as the setting, the lighting, the costume, the style of video and also the artists representation. What makes a music video fall under the category of diverse and unconventional is when it includes concepts that the artist doesn't usually present in their music videos. It could include weird, unusual or uncomfortable themes presented within the video.
There are advantages of having a diverse music video which are:

• A memorable music video that people may remember
• May appeal to a wider/different target audience 
• Stands out and gets publicity
• Helps the artist to stand out from other artists in the same genre
• Attracts audiences attention making it more popular
• Shows different sides of the artist and shows their true selves
• Gives the artist an intellectual appeal
• Introduce themselves to a niche audience
• Abstract comes to life

There are also disadvantages of having a diverse music video which are:

• Its difficult to build a relationship with the audience
• May turn people off their work and potentially loose fans
• Hard to understand so people may loose interest
• Could become unsuccessful if its too out there
• Could be seen as confusing so seen as boring
• Wont gain as much publicity
• Existing fans may expect a certain image
• Fans may feel let down if the usual standard is not achieved
• Alternative music videos stay to the artistry rather than the artist

Chris Cunningham is a music video producer that produces diverse music videos. He has worked with famous artists such as Madonna who works within the pop genre and Aphex Twin who works within the electro dub step mix genre. 

Madonna - Frozen

Madonna chose to work with Chris Cunningham for her production of her music video Frozen. The video is deemed to be diverse as it doesn't match the usual representation of a video from the pop genre as Madonna is a pop artist.

The genre characteristics didn't match up with the pop genre for many different reasons. One being Madonna's costume and makeup. Madonna is dress in all black wearing a long flowy black dress, long black hair and pale makeup. This look makes Madonna look scary, creepy and mysterious which is unconventional to the pop genre. This is because we would expect to see bright colours and a lot of makeup to make the artist look attractive.

Madonna dressed in all black with pale makeup

Goodwin's theory is also presented within the video as the visuals and music match. This is evident when the frames change into Madonna turning into a bird at the same time of the beat. This is unconventional as the use of a black crow represents death and darkness which you wouldn't expect in the pop genre as it is usually very happy and optimistic in this type of genre.

The frame change of when Madonna becomes a flock of crows

The structure of the music video is performance based as the majority of the video is Madonna singing towards the camera. It could also be concept based with the concept that love is farm and possessive and some relationships can be negative and consuming. This could be seen through the use of Madonnas dark costume, the desolate location and the use of crows which present death. All these elements present negative themes and therefore is unconventional to the pop genre which is usually portray positive themes.

Madonna performing towards the camera

Madonna is represented in different lights throughout the video. She is represented as creative due to her use of animals and the procedure of how she changes into them. However she is also seen to be quite dark and creepy due to her costume and her representing of death due to the use of crows. She is represented as a mysterious artist due to her performance and continuous movement of covering her face. She could also be shown to act as if she has been possessed as she is seen to be floating throughout the air in the video. This is unconventional as usually in music videos the artist is represented in a way that their fans look up to them in an admiral way and shown to be role models as if their fans will want to look like them and act like them.

Aphex Twin - Window Licker

Aphex twin worked with Chris Cunningham to make a diverse representation of his music video Window Licker. The video is deemed to be diverse as it is presents extremely uncomfortable themes and unusual narratives of which the audience can't relate to. The genre characteristics of the electro dub step mix genre are presented throughout Aphex Twins Window Licker video. This is shown through the use of swearing, provocative women, arguments, sexual behaviour, expensive jewellery and flashy limousine. These are all conventional to the electro dub step mix genre however there is an unconventional long intro full of talking at the beginning of the video.

Artists use of a limo to impress the girls

Goodwin's theory is also represented in the video due to the voyeristic treatment of females. This is shown by their use of provocative clothing and the way in which the artist looks at the females. This is conventional to the genre as we would usually expect there to be some sort of love interest within the genre and we would expect the artists to look and see them in a sexual way. 

The voyeristic look the artist is giving the girls

The style of video is narrative as it gives a clear storyline from the beginning of the video when the intro shows two men arguing with two women for about 4 minutes after trying to chat them up before the artist and music comes into the video. The video could also be concept based as it could show that girls are gold diggers by the fact that the women become impressed once the artist arrives and shows the girls he has money and expensive valuables. The video is also performance based as the artists is seen to be dancing for the majority of the video. 

A screen shot of Aphex Twin dancing against a pole

The artist is represented in different ways throughout the video. One way he is represented is to be charming through his use of dancing and his money as this shows him to be wealthy and flashy to use this characteristic to gain attention from girls and other individuals. He is also represented as superior when he used his limo to crash past the other mens car and push them out of the way. He could be represented as talented through his variety of dance moves and he could also be represented as vain as he photoshops his face onto the two girls which shows he wants to be the centre of attention. He could also be represented as flirtatious and promiscuous as he is seen flirting and acting sexual towards the two females. 

Aphex Twin - Come To Daddy

Aphex Twin decided to work with Chris Cunningham again for the production of his next music video Come To Daddy.  The video is deemed diverse as it portrays extremely strange themes and ideas within the music video and is unconventional to the genre.

The artist is represented in many ways throughout the video. He is presented as quite scary and creepy due to his screaming face shown on the TV and also photo shopping his face on the children. He is also represented as rebellious as his character is influencing the children to behave in rebellious ways.

There are many different genre characteristics presented in the video. It is mainly unconventional as it portrays children to be rioting and acting in extremely rebellious ways for example smashing up and vandalising buildings. This is unconventional as the genre wouldn't usually portray children to be doing these things as it is portraying them in a negative light and would be representing a lower audience badly. This is diverse as the use of children and the focus on an old women is a diverse technique used within the video as these types of age groups aren't usually focused on that much in the genre.

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Goodwin's theory is also portrayed within the Come To Daddy music video, this is evident through the promotion of the artist. He is promoted by having his face photo shopped on to all of the children featured in the video as well as having his face on the TV screen. This is conventional yet unconventional as the artist usually wants to be the centre of attention but would usually portray themselves in a light that the audience would envy, however the audience may feel as though this concept is really weird and therefore put them off the video.

The credits also contain an image of the logo which is a promotion of the record label. This is conventional as the record label usually want some attention draw to their company in order for them to gain publicity and popularity and for their work to be noticed.

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The style of video is narrative , performance and concept. The style of videos introduces the narrative right from the beginning when an old woman is walking her dog and comes across the mayhem from the children and the artist through the TV, the narrative throughout shows her to be being terrorized by them. The style of video is also performance as the artist is seen to be singing or shouting towards the camera through a TV screen. The style of video also includes two types of concept. One being that kids are influenced by media, this is shown through the use of them rioting as they have been influenced by the information from the TV. It could also be a concept to show that kids are rebellious and are violent as they are seen violating public property and breaking the law.

The White Stripes - The Hardest Button to Button

The white stripes worked with Michael Gondry in order to make a diverse representation of their music video the hardest button to button. Their music video is deemed as unconventional due to the genre characteristics as the video is supposed to fall under the rock category.

The style of video is performance as the majority of the video is shots showing the artist performing in different ways in singing towards the camera and also playing an instrument. This is conventional to the rock genre as we would expect to see the artist playing some sort of instrument.

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The genre conventions of the video include the use of instruments such as drums and an electric guitar which is conventional to the rock genre. The artists use of clothing is also conventional as they are dressed in baggy dark clothing which is expected of the rock genre.

Goodwin's theory is also portrayed in the music video. This is shown through the music matching visuals, this is evident when there is a new image shown every time there is a new beat. This is unconventional as we would expect to watch a rock band performing loudly and aggressively in the rock genre. However this diverse music video created by Gaundry shows the artists as down to earth and relatable as they are seen performing on the streets.

The artist is represented throughout the video. One way in which the artist is represented is to be talented through his skilled use of playing an electric guitar. Another representation is that he is quite mysterious as there is not much going on in the video and there is limited shots of his face to show his facial expressions or body language. He is also represented as chilled and laid back due to their performance on the streets instead of a big stage in front of an audience.

Kylie Minouge - Come Into My World

Kylie Minogue also worked with Michael Gaundry in order to create a diverse pop video for her Come Into My World music video.

Goodwin's theory is presented in Kylies music video Come Into My World due to the video being a peformance style video. This is classed as performance style as she is seen constantly dancing and singing towards the camera and she goes about her every day life repeatedly.

Kylies video show an genre conventions of the pop genre however is deemed as a diverse music video. This is because of her use of costume, she is wearing jeans and a top which is quite casual for a female artist creating a pop music video as we would expect them to be extremely glamorous and flirty in order to gain as much attention as possible. Also the setting of the music video is unconventional as she is seen to be dancing around the streets, this is seen to be diverse as we would expect to see a location in which would present the artists as extremely successful and talented for example a stage or arena.

Goodwin's theory is presented within the music video Come Into My World through the use of close up shots throughout the video to show extreme views of the artist and to capture their facial expressions and body language, this is conventional to the pop genre as it is showing a greater insight into the artists which is usually how the music video is used to portray the artist further.

Goodwin's theory is also used by the use of lyrics matching visuals. This is shown every time the lyrics "come into my world" is sang a new replica of Kylie is introduced into the video. 

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The style of the music video Come Into My World holds elements of all three performance , concept and narrative based videos. The performance is due to the continuous singing and dancing towards the camera from the artists herself to show of her skills and talents within the music industry. The narrative element as it shows Kylie roaming around in her everyday life with gives an insight to the audience of what the artist gets up to in their personal life which is unconventional to the pop genre as the narratives are usually made up in order to present the artist in a particular light. An the concept base is based on the concept that Kylie could be saying her everyday life is boring and repetitive due to the continuous circle she is walking in throughout the video expressing her everyday journeys. However it could also be Kylie trying to express the concept that she is an ordinary person like everyone else and she still lives a life that has a level of normality to it.

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The artist Kylie Minougue is represented throughout the video. One way is which she is represented is being vein, this is due to the repeated replica's of herself introduced thoroughly throughout the music video. This could show her as trying to gain attention for herself and promote herself as an artist. She is also represented as relatable due to the narrative concept of Kylie living her everyday routine and activities. She is also represented as confident due to her proud walk around her home village.

Both Cunningham and Gondry have similar techniques in the way in which they produce diverse music videos. Both of the producers make use of replicas and clones within the music video to create a diverse approach yet also promote the artist. In Aphex Twins Come To Daddy by Chris Cunningham they make use of photo shopping the artists face onto the children who are running round rapidly. Chris Cunningham's approach of clones can be seen and represented in a creepy way as he is changing other characters faces instead of creating another simple clone like Gondry, as Gondry in Kylie Minogue's Come Into My World music video used 3 simple clones of Kylie to promote her and draw attention towards her in the video.

In conclusion I believe that an artist would create a diverse music video in order to stand out against other artists and music videos as people become more aware of something if it isn't something that they would usually expect. By creating a diverse music video this may also make the artists work appeal to a wider and different audience to one that they potentially targeted it at.

However there are positives and negatives with creating a diverse music video. A positive is that it could gain the artist more attention and publicity increasing her success and also gaining her more fans if they prefer some of her more diverse work. However a counter argument for this could be that some fans that the artists might already have could be turned off by the diverse work as it is not what they expect or enjoy from the artist and therefore it could be a risk that the artist may loose some of their existing fans.

I don't think that creating a diverse music video would suit the chosen genre I want to produce for my own music video as I think it would make the video uncomfortable to watch as the genre I want to do is relatively calming and peaceful. However I do also think that using some diverse elements could intrigue my audience without completely turning them off the video for example copying Gondry's idea of using a clone to present a narrative. I think that this element will work well as you could present an interesting story line with using this technique to draw attention to the artist yet also help the audience to build a relationship with the artist as they could relate more to them and the narrative. I believe this diverse element could work well within the Indie genre.