Diversity of Music Videos - Ms Georgiou

Diversity can be defined as the quality of being different and offering a wide variety. When this is associated to music videos it is when an artist has the opportunity to express themselves in a number of different ways; for example through lyrics, music videos and costumes etc.
I will be researching into two artists who use this throughout their work, these are Chris Cunningham and Michel Gondry.

Chris Cunningham is an English music video film director and video artist. He was born in Reading, Berkshire in 1970 and grew up in Lakenheath, Suffolk. Cunningham has had close ties to Warp Records since his first production for Autechre. Videos for Aphex Twin's "Come to Daddy" and "Windowlicker" are perhaps his best known. His video for Björk's "All Is Full of Love" won multiple awards, including an MTV music video award for Breakthrough Video and was nominated for a Grammy for Best Short Form Music Video. It was also the first ever music video to win a Gold Pencil at the D&AD Awards. It can still be seen at the Museum of Modern Art in New York. His video for Aphex Twin's "Windowlicker" was nominated for the "Best Video" award at the Brit Awards 2000. He also directed Madonna's "Frozen" video which became an international hit and won the award for "Best Special Effects" at the 1998 MTV Music Video Awards. 

Source: Wikipedia

From Chris Cunningham's work I will be analysing two music videos, these include;

• Madonna - Frozen
• Aphex Twin - Come to Daddy

This music video follows different presentational formats as well as generic conventions for the type of genre the artist produces music within. The video shows Madonna playing an ethereal Gothic witchy, melancholy persona, with long black hair, black gowns and ‘mehndi’ on her hand showing the Hindu word ‘Om’ on her palm. She shape shifts into a flock of crows and a black dog. By the use of these media techniques in her music video Madonna has created the genre of her video to her target audience which is pop. This music video is very effective as it leaves consumers wanting to see what happens within the video. This aspect is an element all producers want to create while producing a video of any kind. This music video is a unique example of a Pop video as it doesn't follow the usual generic conventions the audience expect to see from an artist such as Madonna. This music video is performance based as Madonna is taking part in the production and role play within the video. A prime example of a music video produced by Madonna within the Pop industry that follows the generic conventions of Pop music is 'Hung Up'.



This music video follows the generic conventions of a Pop music video as it is upbeat, it is also performance based as well a concept based. This video is performance based due to all of the dancers taking part in the video showing the audience a choreographed routine. It then becomes concept based due to the message the video is giving out which is also the title of the song 'Hung Up'. The term hung up gives the perception of not being finished with something for example; in a relationship which a lot of music videos reference. In conclusion to this 'Frozen' is a music video that is not expected from an artist such as Madonna. This may have a positive impact on the artist due to a wider target audience being targeted. Having said that it may also have a negative impact due to consumers and loyal fans not liking what this music video has to offer.

The generic conventions 'Frozen' follows is more towards a Gothic, punk image rather than a Pop, upbeat image. This music video also does not follow Goodwin's Theory in any aspect, here are the seven points of Goodwin's Theory;

• Music videos demonstrate genre characteristics
• There is a relationship between lyrics and visuals
• There is a relationship between music and visuals  
• The demand of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. 
• There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
• There is often intertextual reference
• Whether the video is primarily performance, narrative or concept based and how elements of each is used within

Firstly the music video does not demonstrate genre characteristics as the video follows the generic conventions of a Gothic, punk music video instead of a Pop music video. Secondly the music video does not show a relationship between lyrics and visuals due to the title of the song 'Frozen' which is not shown in any way throughout the production. Having said that the scene and environment the music video is set in shows a cold feeling which could show a relation to 'frozen'. Moving on, there is not a relationship between music and visuals as the lyrics and video show no narration that go together. There are however quite a few close ups of the artist face and body which appeals to a certain target audience. There is no intertextual referencing within the music video, however is performance based due to Madonna playing a role within the video. 

In conclusion to this different elements of Goodwin's Theory can be identified, however has to be analysed carefully to pick up small elements. The majority of the music video does not follow Goodwin's Theory which I have explained above and does not follow the generic conventions of a Pop music video that Madonna's fans expect to see.



This music video is by AphexAggrotech, drum and bass. The reason I think Aphex Twin choose to film their music video in this way is because they thought of the many positives it could apply to their target audiences, some of the positives from this video which I have gathered are that it is very different, unique, and memorable and something new for their target audience.

This music video does not follow the generic conventions of a dance music video as it encourages different emotions rather then to make consumers want to dance. As a result of this genre characteristics are not met as the audience watching this music video will not find any link that represents dance music. Moreover lyrics and visuals do not have any link that brings the video together. Having said that the title of the song 'Come to Daddy' does show a link between the costumes and the characters played within the video as children are used, it also shows them going to their 'Daddy' (the spirit). However this is a very small aspect and does not reflect the generic conventions of a dance music video. Following this, music and visuals do not match due the tone of voice of the artist being quite disturbing which again does not follow the conventions of a dance music video.There is not any close ups of the artist however there are of the spirit playing the role towards the end of the music video as he comes out of the TV. There is no intertextual referencing throughout this music video as nothing is being promoted. Finally, the video is however performance due to the different roles being played out for the production of the video.

Goodwin's Theory is followed in some aspect throughout this music video however not all aspects are included. The music video does not however include the generic conventions of a Dance music video. Dance music videos are upbeat and show a performance based element that consumers will be able to relate to, this is also used as a link between the audience and the artist. However in my opinion for someone who has just watched this music video I can not relate personally to anything that is on display to consumers. Having said that the artists know what there target market is and what attracts them to listen to their music which is why it can be seen as effective to a specific target audience.

Michel Gondry (born May 8, 1963) is a French film, commercial and music video director and an Academy Award-winning screenwriter. He is noted for his inventive visual style and manipulation of mise en scène. Gondry was born in Versailles, France. He is the grandson of inventor Constant Martin. He has a teenage son named Paul who is also an artist.

His career as a filmmaker began with creating music videos for the French rock band Oui Oui, in which he also served as a drummer. The style of his videos for Oui Oui caught the attention of music artist Björk, who asked him to direct the video for her song "Human Behaviour". The collaboration proved long-lasting, with Gondry directing a total of seven music videos for Björk. Other artists who have collaborated with Gondry on more than one occasion include Daft Punk, The White Stripes, The Chemical Brothers, The Vines, Steriogram, Radiohead, and Beck. Gondry has also created numerous television commercials. He pioneered the "bullet time" technique later adapted in The Matrix, in a 1998 commercial for Smirnoff vodka, as well as directing a trio of inventive holiday-themed advertisements for clothing retailer Gap, Incorporated.

From Michel Gondry's work I will be analysing two of his productions these include;

• The White Stripes - The Hardest Button To Button
• Kylie Minogue - Come into My World

This music video follows different presentational formats as well as generic conventions. The White Stripes are a band that produce music under the rock genre. From the video above you are able to see that this music video does not follow the generic conventions of a rock music video. The conventions of a rock music video is dark, flashing lights, a messy and tarnished image of the artists; a prime example of a rock band is 'Kiss' who portray these conventions. Whereas 'The White Stripes' show a different kind of image that represents and targets a different audience. Also this video is very unique and is not what the audience expect to see in any other music video from this genre. This video also had a colour scheme going on which was red, white and black which can help make the video memorable to the audience. 

This music video is very individual and can go in favour for the artists due to the different elements that are brought together in order to make something different. This music video also allows consumers to relate straight to the music of the song without following any narrative or concept based elements. In conclusion to this for first time viewers, the video may not be as successful because consumers are not able to create a link between the artists and the music they produce as no emotion is shown. I will now be analysing the seven points of Goodwin's Theory and how 'The White Stripes' music video does not follow the generic conventions of a rock genre. Here are the seven points of Goodwin's Theory;

• Music videos demonstrate genre characteristics
• There is a relationship between lyrics and visuals
• There is a relationship between music and visuals  
• The demand of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. 
• There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
• There is often intertextual reference
• Whether the video is primarily performance, narrative or concept based and how elements of each is used within

Firstly, the music video 'The Hardest Button To Button' by The White Stripes does not demonstrate the genre characteristics of a rock music video. A rock music video as I have stated above usually contains an aggressive nature that consumers enjoy and are able to relate to. Whereas this music video shows a repetitive form of the band as they are performing. Following this, there is not a relationship between lyrics and visuals as the lyrics have nothing to do with what is being shown to the audience. As a result of this the audience may become confused with the purpose of the video however will give them an opportunity to build a relationship with the artists. Again similar to that point, there is no relationship between music and visuals that can be picked up on directly, on the other hand throughout the video props are used (drums and other equipment) with a repetitive action. This allows the audience to build up on music and visuals from the equipment that is used to create the music. There are no close ups of the artist in this video that allow the audience to relate to the actions of the group as well as no intertextual referencing. The video is however performance based as the artists are taking part in the production of the music video. In conclusion to this the video can have mixed reviews and comments due to the lack of appealing to different target audiences and only appealing to the existing fans of the band.

I then analysed the music video 'Come into my World' by Kylie Minogue.



This music video also follows a different structure to most produced by this artist. Kylie Minogue is a very well known established artist and has been producing music from a young age. This then leads me to conclude that she has a solid fan base that will always follow her music and enjoy what she has to offer as an artist. Moreover this music video shows different perceptions of what Kylie's usual type of music is which means it could have a two way impact on her record sales and viewings.

Throughout this music video consumers are not able to create any link between the artist or the visuals in the song. This means that the audience are left wondering and anticipating the storyline of the music video. Moreover in the video a repetitive effect is once again used showing the artist walking around on the same set up with the same background and the same production happening behind as part of normal day life. As Kylie is walking round and she reaches the same point were she started another replica of Kylie appears walking behind one another as the song goes on there are four of the artist walking around. This shows the audience a different side to the artist then they are used to as the majority of her music videos are upbeat and contain choreographed routines. In conclusion to this I will now be comparing the features in this video to Goodwin's theory and explaining why the video does not follow these elements that mainstream video's do.

Firstly, the video does not demonstrate genre characteristics due to the lack of dancing and the overall feel a Pop music video usually gives off. As well as this the video is the opposite of what the artist is known for which can have a negative impact on the artist. Secondly, lyrics and visuals are not represented as the lyrics and the title of the song show no link between what is happening on screen. The production and style the producer (Michel Gondry) has chosen shows no representation of the artist which is a brave choice to make when considering the association with an artist such as Kylie Minogue. There is also no relationship between music and visuals that allows the audience to build up a bond which means that the video has no representation of what consumers again expect to see. There is no close ups of the artist, just a repetition of what is shown throughout. As well as this there in no intertextual referencing of any products and then finally, the style the music video falls under which is a performance based element due to the artist taking part in the production.

In conclusion to researching into and analysing these producers I am able to see where I would like my own music video to go and what elements will work best with the options I have available to me. As my artist follows the mainstream perception it is essential that I follow Goodwin's Theory if it is to be a success. From studying these music videos as well I have been able to see what not to do and what to do when thinking of how to target a specific market segment. There are a number of advantages and disadvantages of diversity within any video and some of these points are listed below;

Advantages

• Memorable videos that are individual
• Artists can have a niche audience
• Abstract comes to life
• The artist has an intellectual sense

Disadvantages

• Limited target audience
• No relationship built with audience and artist(s)
• Some of the audience may find videos bizarre which will lead to them loosing fans

Some things that may work well within my music video are different elements that is not expected from a mainstream artist and something that sets Shani apart from other artists that work in the same genre. Having said that consumers enjoy what is expected of them and keeps them watching what an artist produces. In conclusion to this with the help of market research I will be able to target my video at a specific market segment that allows a bond to be formed.