Research Gondry and Cunnigham's diverse music videos

Gondry and Cunningham's diverse music videos

What are diverse music videos?

A diverse music video is a music video where new concepts are shown where the audience has never seen or experienced before the music videos are surreal to the audience and beyond their imagination that a video like this could ever be archived. Diverse music videos appeal to the rock, dance and electro and alternative genre, where the narrative of the video are mainly concept based and they appeal to a niche audience.

Chris Cunningham's and examples of his music videos

Bjork: All is full of love 

The video narrative is love and this is shown by the two robots showing their affections towards each other by having a passionate sexual experience. Furthermore star image is not evident in the video as the artist is not or has not made the music video to promote themselves and influence people where as the audience is loyal to the artist with or without the star image in the video. The audience when watching the video will be confused and made to feel uncomfortable as this is something that the audience have never seen before in a music video and they are not use to this kind of music video which would come to them as a shock.


Aphex Twins: Come to Daddy

The video narrative of this music video is not very clear as it is concept based which does not give the audience a clear understanding. Furthermore star image is evident in the video as the artist has a few close ups however again this music video has not been made to promote themselves and influence people where as the audience is loyal to the artist even without the star image in the video. The audience when watching the video will be confused and made to feel uncomfortable as this is something that the audience have never seen before in a music video and they are not use to this kind of music video which would come to them as a shock.


Aphex Twin: Window licker 

This video again has the common conventions that Cunningham uses in his music videos where the narrative is concept based and confusing for the audience. Also in this video Cunningham imitates the hip hop genre in the video which was quite different from his other music videos.

Cunningham's impact on the music industry has been instrumental as he has brought a different prospective to music videos which the audience have never seen before and it I very much unique.


This is evident by Cunningham's the awards which he has won due to his music video and the music video that he had directed.

• He has been nominated for best breakthrough video (Bjork All is full of Love)
• He has won a Grammy for best short film
• First ever music video to win a Gold Pencil award at the D&AD awards
• His video with Aphex twins "windowlicker" was nominated for the best video award at the Brit awards 2000
• Madonna frozen music video became an international hit and won an award for the best special effects at the 1998 MTV Music video awards

With all these awards it evident that Cunningham is and has played a big part in the music industry today.

I think that Cunningham's work is very different form others and i find it very hard to interpret his work as it is mostly concept based.

Micheal Gondry and examples of his music videos:

Kylie Minoguo: Come into my world



This music video which kylie Minogue is the star in, this video was directed by Gondry and his work is evident in the music video as the music video is very repetitive in the theme and the setting and this is a very clever use of repetition which is the whole idea of the music video and the audience have to grasp that concept and his narrative is more audience friendly for the audience to understand rather than Cunningham's narratives in music videos. Also the sue of repetition is unique as no other directors have used this use of repetition in music videos.

Gary Jules: Mad World



This music video is very effective as only one shot in the music video is used and it is made out that there are more than one shot being used in the music video. This video shows the audience what the artist is looking at and there are dancer making real life objects showing what the artist is saying a mad world with shot where it shows the artist looking around the area and the dancers making the shapes showing that it is a mad world.

Daft Punk: Around the world

 

In this video again there is repetition in the music video as the dancers are repeating their dance routines in the music videos.

Gondry has made an impact in the music industry as he has brought his own conventions into the music industry which other artists are beginning to like and embrace. Also it is evident through the awards that Gondry has won for his work.

Gondry has won the following awards:

• Won an Oscar in 2005 for best writing and screenplay. Eternal Sunshine of the spotless mind
• Nominated for a BAFTA award 2004 Eternal Sunshine of the spotless mind
• Academy of Science Fiction, Fantasy & Horror Films, USA nominated 2005 for Eternal Sunshine of the spotless mind
• Bodil Awards Nominated for Eternal Sunshine of the spotless mind
• Bram Stoker Awards Won for best screenplay 2005

Common conventions of his work is that in his music videos there are a lot of repetition in the music videos.

In my opinion Gondry's work is very original and it is very intellectual in the way it make the think in order to understand the repetition theme an why this is being used however the narrative is much easier to understand and does connect wit the audience.

Advantage of diverse music videos:

• Diverse music videos allow the artist to change their image and re-invent themselves
• The mixture of both the videos being strange and unique creates a buzz and attracts new audiences
• The video leads to money and success
• Gives the artist and the audience an intellectual sense as diverse music videos are very hard to understand and interpret
• Abstract comes to life
• Artist have a niche audience

Disadvantage of diverse music videos:

• The music video may not get the platform that the artist wants it may be censored
• Might have to make a completely new video if censored
• Cant guarantee the audience response will be great and market success
• limits target audience 
• Can ruin the artist regeneration as the videos are very bizarre
• No relationship built with the artist and the audience
  

Diverse music videos should stay away from mainstream music culture? 

I think that diverse music video should stay away from mainstream as they already have a loyal audience and if diverse music do go to mainstream they will lose out on their audiences as more people will see the videos and there is no guarantee that people will like it leading to a decline in their music videos.

Conclusion:

I have learnt that music videos can be made unique and even though it is different sometimes it can appeal to the audience as it has never been seen before. I will use the repetition of Gondry's work in my music video as i think this concept can be used to a great affect in my music video to make my music video successful.