Chris Cunningham and Michael Gondry are two music video directors who make videos which are diverse. They both create music videos which do not conform to the stereotypical genre characteristics.
By artists having a diverse music video they can make memorable videos that are individual and unique from their other videos. Also a diverse music video gives the artist an intellectual sense. The artist can also have a niche audience from making a diverse music video. Another advantage of diverse music videos is that the abstract comes to life.
However there are several disadvantages of artists making a diverse music video as they then have a limited target audience. Also no relationship is built between the artist and the audience. Therefore only artists who have a large fan-base and have already built a relationship with their audience should make diverse music videos. A risk when making diverse music video is that some of the audience may find certain videos to bizarre which can lead to the artist losing fans.
Cunningham Aphex Twin - Window lickers
The genre of this music video is electric and the music video does conform to the generic conventions. The director of this music video wants all the characters to look the same. Also during this music video it is not evident of Goodwin's theory as there is no relationship between anything in this video. The artist is not shown in this music video and there are no close up's during this video, therefore the artist is not represented in any way as he is not present in the music video. Because of this its difficult for the audience and the artist to build a relationship. Also at the beginning of this music video its narrative, the music video is not performanced or concept based.
Frozen - Madonna
The genre of this music video is pop however the video does not conform to the generic conventions therefore it breaks all of the conventions and nothing within the video suggests pop. The music video is soft pop and more rock as the artist is wearing black which represents depression. The artist is shown within the video and there are close up's which builds a relationship between the artist and the audience. Also the artist throughout the music video shows emotions, and the artist is represented as a freak, isolated and alone.. However the lyrics do not match the video, therefore there is not relationship between the two. The music in this video slightly goes with the performance as the artist sways to the music. The video is performanced based throughout the whole video.
With diverse music video the artists do not follow the generic conventions as they want to be difference and the videos are diverse, the artists want to make a statement.
As the artist wants free publicity, they can achieve this by making a diverse music video. Also most artists want to have a new target audience and they can do this by making a diverse music video.
Gondry
Kylie - Come into my world
During this music video the common characterstics are shown, as the artist looks into the camera and there is a little bit of dancing - which follows the pop genre characteristics. The lyrics and visuals match during this video. When Kylie sings "Come into my world" people in the music video enter the scene which follows the lyrics of the song. Also there are lots of close up's which builds a relationship between the audience and the artist. The artist during this music video is represented as fun, happy and cheerful. Also this music video is performanced based.
After undertaking this research on diverse music videos, me and Meghan (my group) have decided that we want our music video to be diverse as it will cater to our target audience, also so that Northern Lights can reach a wider target audience. We also decided that we want a diverse music video as it will be unique and creative which relates back to our artist - Northern Lights- representation is to her audience. As we want a diverse music video we will need to plan what will happen in our music video and we will need to make sure that our music video makes sense and our target audience - teenagers to young adults - are happy with our music video.
You have made a good start in explaining the diversity of music videos and you have also analysed two music video directors too.
ReplyDeleteYour analysis of the music videos that you have included, helps to show your understanding, as you have considered Goodwin's theory, but more direct references to the videos are needed.
Also you need to incluse a summary to explain how your research and analysis will assist you with planning your own music video