Diverse music videos are videos which are from are from a different/alternative genre of music. These videos are used to express the directors and artists creative yet unique ideas. Diverse music videos have a niche target audience as it contains a lot of weird contents which is viewed by people outside the mainstream genre. In addition, they are also often concept based as these types of videos show no relationship with the lyrics or music therefore, it is random, different and concept-based.
Chris Cunningham
Chris Cunningham is a British video artist. Cunningham has close ties to Warp records. His work compliments the diverse nature of music videos& includes music videos that do not appeal to a large mainstream audience. Cunningham has primarily directed music videos for ambient music and electronica arts such as Autechre and Aphex twins.Chris Cunningham has worked with aritsts such as:
- Bjork - All Is Full Of Love (won multiple awards including MTV music video awards for 'Breakthrough Video' & nominated for a Grammy for 'Best Short Film Music Video
- Aphex Twins - Come To Daddy, Flex and Window Licker which won 'Best Video' at the BRIT Awards 2000.
- Madonna - Frozen (international hit and won award for Best Special Effects at 1998 MTV awards
The music video for 'Come to daddy' by the Aphex twins come across as weird and controversial as the characters seem disabled and disturbing to look at.
This diverse music video Featuring Chris Cunningham and Aphex Twin is of course a concept based video and it is clearly represented and reinforced through the use of crazy special effects. The video is to some extent quite chilling due to the use of low key lighting used on top of the dark environment in the video thorough the video and also the Alien/deformed man which looks really scary and disturbing. This video may be seen as too abstract to comprehend for some people who are why diverse music videos mainly target a niche audience.
The music video 'Bjork all is full of love' was one of his more successful and this implies that effort and money is still put into for a music video that appeals to a limited audience and not being part of mainstream culture. Moreover, robots are the main theme in this music video and it is not likely to have this as a main theme in a music video.
'Bjork all is full of love' music video had won multiple awards including the MTV music video award for breakthrough video due to its creativity and realism.
As with all diverse music videos this is a concept based video and it is reflected through the choice of lyrics, music and visuals as they don’t seem to have any kind of relationship what so ever
General ideas of Cunningham
- concept visuals with no narrative
- abnormal characters
- surreal images
- low key lighting
I think that Cunningham is really creative and I commend his work and
originality skills to produce something different every time he makes a
video.1 thing I respect about him is that he doesn't care about what
people say about his work as long as people are talking about it.
Michel Gondry
Another diverse music video director Michel Gondry has a great eye for music videos. Most of his videos contain colour, dance and theatrics and star motifs as he directs for mainstream artists mainly. He's mainly recognised for his one shot, well executed choreography within his visual production.
Kylie Minogue - Come into my world
Another music video Gondry directed was "Come into my world" by Kylie
Minogue. This video is also purely based on concept due to the constant
panning shot of repetitive clones carry out a daily routine. This may
leave the audience also feeling confused due to the constant movements
being made and may not be able to connect them to the artist's feelings.
Gary jules - Mad world
This video is purely based on concept due to the heavy performance of
dancers and only slight shots of the artist watching the performance
himself. It consists of one shot which is a panning shot throughout the
whole music video which may confuse the audience as to why there is no
complex editing in order to entertain them.
General characteristics of his work:
- high-key lighting
- lots of bright colours
- concept based
- repetitive choreography
I find gondrys work very inspiring and entertaining because of the dance
he incorporates into hes videos and the lively upbeat themes he takes
on. his distinctive style in his videos allow the auidence to instantly recognise that he's behind the works of a music video.
Advantages of diverse music videos:
- Entertainment for the audience, to see something different in order to stay engaged.
- Portraying individual style, which would show the loyal audience's the artist's feelings and how they are able to express it.
- There is always a niche audience for diverse artist's which means
these are made purely to entertain a specific audience and not for
mainstream artists.
- Create's hype, which would ensure the music video becomes popular and is talked about gaining publicity for the audience.
- Abstract comes to life, suggesting the artist's artistic views and beliefs can be portrayed clearly through their music videos.
- Mentally challenging, which is done to challenge the audience's views which is a form of educating them.
- Reinvent star image, this may be done to change an artist's
reputation or the gain more publicity for and old artist who needs to be
modernised. For example, Madonna used Cunningham to reinvent her star
image after a break in her successful career.
- Memorable, will stay in history forever for people to remember the special views of each individual artists.
Disadvantages of diverse music videos:
- Could be offensive, suggesting that some scenes in these music
videos may cause harm or anxiety for audiences and may make them feel
uncomfortable due to the diverse ideas.
- Theres a much smaller relationship between the artist and audience
due to the diverse culture which will only apply to the niche audiences.
- Exposure to be censored, meaning that the artist has a much higher
chance of not being able to promote their video properly due to
distressing videos.
Conclusion
I have learnt that not creating such a mainstream music video can be a
good thing because it can still have great entertainment value and still
be successful. Therefore I wish to use Gondrys idea of
a concept based product because I believe that my group has the capability of
creating a good product along those lines.
Another music video Gondry directed was "Come into my world" by Kylie Minogue. This video is also purely based on concept due to the constant panning shot of repetitive clones carry out a daily routine. This may leave the audience also feeling confused due to the constant movements being made and may not be able to connect them to the artist's feelings.
Gary jules - Mad world
This video is purely based on concept due to the heavy performance of
dancers and only slight shots of the artist watching the performance
himself. It consists of one shot which is a panning shot throughout the
whole music video which may confuse the audience as to why there is no
complex editing in order to entertain them.
General characteristics of his work:
- high-key lighting
- lots of bright colours
- concept based
- repetitive choreography
I find gondrys work very inspiring and entertaining because of the dance
he incorporates into hes videos and the lively upbeat themes he takes
on. his distinctive style in his videos allow the auidence to instantly recognise that he's behind the works of a music video.
Advantages of diverse music videos:
- Entertainment for the audience, to see something different in order to stay engaged.
- Portraying individual style, which would show the loyal audience's the artist's feelings and how they are able to express it.
- There is always a niche audience for diverse artist's which means
these are made purely to entertain a specific audience and not for
mainstream artists.
- Create's hype, which would ensure the music video becomes popular and is talked about gaining publicity for the audience.
- Abstract comes to life, suggesting the artist's artistic views and beliefs can be portrayed clearly through their music videos.
- Mentally challenging, which is done to challenge the audience's views which is a form of educating them.
- Reinvent star image, this may be done to change an artist's
reputation or the gain more publicity for and old artist who needs to be
modernised. For example, Madonna used Cunningham to reinvent her star
image after a break in her successful career.
- Memorable, will stay in history forever for people to remember the special views of each individual artists.
Disadvantages of diverse music videos:
- Could be offensive, suggesting that some scenes in these music
videos may cause harm or anxiety for audiences and may make them feel
uncomfortable due to the diverse ideas.
- Theres a much smaller relationship between the artist and audience
due to the diverse culture which will only apply to the niche audiences.
- Exposure to be censored, meaning that the artist has a much higher
chance of not being able to promote their video properly due to
distressing videos.
Conclusion
I have learnt that not creating such a mainstream music video can be a
good thing because it can still have great entertainment value and still
be successful. Therefore I wish to use Gondrys idea of
a concept based product because I believe that my group has the capability of
creating a good product along those lines.
General characteristics of his work:
- high-key lighting
- lots of bright colours
- concept based
- repetitive choreography
I find gondrys work very inspiring and entertaining because of the dance he incorporates into hes videos and the lively upbeat themes he takes on. his distinctive style in his videos allow the auidence to instantly recognise that he's behind the works of a music video.
Advantages of diverse music videos:
- Entertainment for the audience, to see something different in order to stay engaged.
- Portraying individual style, which would show the loyal audience's the artist's feelings and how they are able to express it.
- There is always a niche audience for diverse artist's which means these are made purely to entertain a specific audience and not for mainstream artists.
- Create's hype, which would ensure the music video becomes popular and is talked about gaining publicity for the audience.
- Abstract comes to life, suggesting the artist's artistic views and beliefs can be portrayed clearly through their music videos.
- Mentally challenging, which is done to challenge the audience's views which is a form of educating them.
- Reinvent star image, this may be done to change an artist's reputation or the gain more publicity for and old artist who needs to be modernised. For example, Madonna used Cunningham to reinvent her star image after a break in her successful career.
- Memorable, will stay in history forever for people to remember the special views of each individual artists.
Disadvantages of diverse music videos:
- Could be offensive, suggesting that some scenes in these music videos may cause harm or anxiety for audiences and may make them feel uncomfortable due to the diverse ideas.
- Theres a much smaller relationship between the artist and audience due to the diverse culture which will only apply to the niche audiences.
- Exposure to be censored, meaning that the artist has a much higher chance of not being able to promote their video properly due to distressing videos.
Conclusion
I have learnt that not creating such a mainstream music video can be a
good thing because it can still have great entertainment value and still
be successful. Therefore I wish to use Gondrys idea of
a concept based product because I believe that my group has the capability of
creating a good product along those lines.
Basic post overall as it is not finished. The analysis of Cunningham is however proficient.
ReplyDeleteTo improve;
-Gondry analysis?
-characteristics of Gondry's work?
-your opinions on each?
-conclude with whether you will look to incorporate this idea into your own work
Thanks miss, I have made these changes.
DeleteMore critical, more examples and more independent discussion provided. Highly proficient work.
ReplyDelete