Diversity of music videos- Miss.Miller

In order for the music video to be classified as diverse and unique it must differ almost entirely to other music videos within the same genre as well as defy certain conventions of music videos. Diverse music videos are becoming increasingly popular I'm order for the artists to stand out further in the hope for more sales.The purpose of creating a diverse music video is to make the video stand out in comparison to the other music videos within the same music genre, it also ..... Although it can also work against the artists favour as if the music video is considered to different to other music videos it will most likely cause a decrease in popularity and ultimately lead to a decrease in the amount of views. 

Chris Cunningham is a british director that has become famous for creating music videos that are very unconventional in respect to every genre which therefore makes it very controversial with the example of Aphex twin. Cunningham has also worked with many other more mainstream artists such as Madonna, Bjork and The Horrors which has been very successful with as his videos for these artists have either been nominated for awards or in fact won them.

In Chris Cunnigham's video " come to daddy" the presentation of the music video is unlike anything conventional of mainstream music shown on music channels such as MTV or ChannelU. The video appears more to the audience to be a short thriller clip with a strong narrative relating little to the lyrics other than keeping up with the beat of the music and the dark theme, at the same time making sure not to relate to any other type of similar music genre.

The characters appear to look relatively scary with the use of mask and other clothing items,

although as Aphex twin is known as a dance/electro artist the music video produced has no conventions of a typical dance music video.Music videos within the genre are usually set within some sort of club scene along with bright coloured items and some sort of dance 

Goodwins theory is followed somewhat by the music becoming fast pace matching the fast paced movements of the children which is part narrative of the video. 

However Goodwins theory is completely broken by the narrative which takes place on an english council estate,highlighted by long shots which show the deserted landscape . An old woman is also focused on by a mid shot just before the little girls dressed as old men appear on screen. This is both odd and unusual for any dance track, as it gives a horrific and disturbing feel to the song, with young girls dressed as old men terrorising old women. The video appears as a fantasy nightmare with the young girls taking on a supernatural and frightening role. The dark nature of Cunningham's work limits the showing of this video, as most music channels wouldn't even consider playing it as it doesn't appeal to a wide audience and is too explicit for younger audience. The mis en scene with low key lighting also gives the video a dirty image and makes the video appear even more scary. There is also no conventions followed when it comes to showing a relationship between the artist as he doesn't appear in the video. 

The advantages of this video is that is is extremely different and will get a small selection of people talking about it, however the video has got no way of controlling a large audience as it is too explicit to be shown on music channels meaning the song cannot be a huge success.

The music video produced by Cunningham called "Frozen" comes from world famous and iconic artist Madonna who famously changes the way is represented to the audience every decade or so. This video appeared in the early 1990's when Madonna was going through a emotional dark stage within her career, this is reflected by her overall appearance throughout the song with her dark hair and dark clothes. Madonna does this because she can attract a new audience who would be more interested in this genre of music. 

When looking at the first music video frozen by Madonna, she appears iconic and emotional. This is in keeping with the visual/lyric relationship, as she sings about being lost and frozen as she stands still in an empty landscape. Madonna appears gothic which is keeping with the trends of the early 1990's when this music video was produced. She is dressed in a dark long black gown and shape shifts into various animals. Cunningham goes against typical pop conventions with the performance taking up a large majority of the music compared to a minority where as a conventional pop video would most likely be a more balanced split between performance and narrative . Cunningham makes Madonna a success by displaying her as an extraordinary artist who rebels against traditional pop conventions and makes her appear iconic. The positives of doing this is that the artist gains alot of attention, and the video appears more memorable. Madonna is seen to be a trend setter and by trying a new type of video she can attract a new niche audience. The negatives of having such a diverse music video is that the audience may not be able to relate and or have no interest in the artist and that the video has the risk of being unpopular.

This artist is famously apart of the Pop genre, the video which she produced would be considered extremely unconventional of this particular genre as the videos within this genre tend to be almost the complete opposite, for example they tend to have quite bright colours throughout.As previously mentioned the colours throughout the video have all been extremely dull which represents a goth element within madonna's music which shows that the video is considered quite diverse in terms of the conventions.  

French director Gondry has produced videos for world famous artists such as Kylie Minogue. Gondry's style is much more artistic and uses a variety of editing techniques which appeal to the audience as they show the artist in an interesting and different way. 

Gondry produced the music video "come into my world" for Australian artist Kylie in 2001. This video is an iconic pop song set in a simplistic setting of a busy highstreet. This gives the artist an interesting but ordinary star quality meaning the audience can relate to her extremely well. During the video Kylie walks up and down the high road and drops items on the floor,when she passes under a lamp post she is cloned and there becomes two of her. This process repeats over and over again until finally there are several versions of the artist on set. This simplistic editing tool used by Gondry gives the video an interesting and fun element which is typical for any pop video. Goodwin's theory is also achieved as the visual lyric link appears when she sings 'come into my world' another version of her self appears.

The performance is largely performance and a small proportion is narrative which is typical of a pop song and gives the audience an accurate representation of the artist who is seen in a normal setting .  The artist would wish to portray herself as diverse as it becomes  more relatable to her fans and the ordinary high street clothing she wears allows her style within the video to be copied and if people like it they may start wanting to dress like her. This makes her a trendsetter and an iconic overall a more successful star in the music industry. The setting is bright and colourful , this image of a happy neighbourhood is being sold to the audience which matches with the positive and happy atmosphere of the song. This artist and iconic setting is typical for Gondry whereas Cunningham prefers to use darker emotional backgrounds which evokes fear and uneasiness within the audience.

The final video I analysed from Gondry was the song "the hardest button to button" by The white stripes. This video features an ordinary setting around a busy city as well as on the subway, this typical setting has been chosen to give the stars ordinary qualities and make them as artists more relatable.The audience can relate to the song better because of this techchnique, as the instruments take the artists on a journey which also means the audience are taken on a journey by listening to the song.

Goodwin's theory is also used as the rock genre typically shows artists using there instruments. This song does this therefore matching Goodwin's genre specific criteria. Dark clothing such as skinny jeans and long hair are also worn by the artist to show that they are alternative and part of the rock genre. The settings light and airy atmosphere gives the song a warmer feel therefore maybe attracting a new audience which will make the artists more of a success. The large majority if not almost the entire majority of the music video was performance based however there was a very slight element of narrative. The reason Gondry uses his techniques of repetition is to ultimately make an otherwise boring video exciting which attracts the audience and makes the clever video more exciting to watch.

After looking at both directors I feel that Gondrys style of music video would better suit us as its more artistic and relatable. Whereas Cunninhams bizare style and narrative although dark and mysterious, would confuse the audience and not appeal to what they wished to see in a music video. Overall the style of our song would be better suited by Gondrys work as it seems like the style he produces will appeal the larger majority of people.