Research: Diverse music videos

Diverse music videos

Introduction

Diverse music videos are music videos however they are not for the mainstream the audience since these music videos maybe considered to be niche. And would usually have its own defined target audience. A music video maybe considered niche when it doesn’t follow certain conventions that is associated with the genre. The music videos tend to be concept based or performance based videos moreover diverse music videos may not be able to resonate to a mainstream audience because they mind find some of the work confusing. They are various directors have produce music videos which have become famous offering an alternative to mainstream music videos.

Cunningham

Chris Cunningham is a British video artist, photographer, Filmmaker and music producer. He’s has directed various music videos for artists such as. Bjork, Beyoncé Madonna and several others. Chris Cunningham is well known for his conceptual approach an example of which is the Bjork – All is love which focused on man vs computer. One of the first music videos that win a gold pencil at the D&AD award was Madonna’s “Frozen” music video which was directed by him. The concept was of human spirits at one with animal’s spirits using morphing technologies.

Most of Chris Cunningham’s work have reoccurring characteristics reflected in the visuals of the music videos which are influenced by the gothic style. The music videos that he has directed are aimed at niche audiences. Moreover, the mainstream music videos also have various elements which are seen to be aimed at the niche market though their mise en scene. Other characteristic also includes connotations such as overtly sexual imagery and dark themes.

His most notable works includes;

His most notable works includes.

Bjork – All is love

From the outset, you can clear see this music video was aimed at a niche audience since that the main characters from the music videos are robots which isn’t prototypical of a mainstream audience. Moreover, it goes against most general convections of music videos. And clearly shows that music was aimed at a niche audience and Bjork fans. Because if this was shown to a mainstream audience they would clearly have a less understanding of the music and maybe confused compared to niche genres or to fans that are loyal with Bjork. Chris and Bjork decided to work on this music videos because she believed that he was unique and was also a genius. Complementing the music video was a video on why was the music video made. Explained the narrative as well as why she chose Chris Cunningham. The video also explained some of the worries of that Chris with the music video.

Madonna Frozen

This was another music video that Chris Cunningham directed was Madonna Frozen. The characters are not conventional to a mainstream audience music video, since the characters and the context are not something you would see in the mainstream music videos. Moreover, because the dark connotations which is also not common in mainstream music videos. The music media was intended for Madonna fans and fans of niche of music videos. However also aimed at mainstream music fans because most music fans know her style of music videos. It was meant to be unique had elements from both genres. Also, this One of the first music videos by Chris Cunningham that won a gold pencil at the D&AD awards. 

Windowlicker is a quite weird music video since it’s a parody of gangster hip hop. From the outside, you can clearly it’s a concept music video however they are performances by various characters throughout. However maybe seen as confusing or obscured by some of the audience. And the music video would also be inappropriate because of the connotations as well as the mise en scene shown in the video.

Michel Gondry

Michel Gondry is a French independent film director, screenwriter r film producer and music video director. He also known for distinctive and manipulation of mise en scene in both his film work as well as music videos. And he has produce music videos for Bjork, Oui, Oui, Beck and various others. The music he works on are both targeted for niche audiences as well as the mainstream audiences.

Bjork – Human Behaviour

Human behaviour is a concept music video in which the music video is based on children fairy tales such as Goldilocks and the Three bears. Moreover, it takes a unique perspective by looking from a view an animal perspective as well as a human perspective. The mise en scene is unique because music video wont tends to use techniques you would find from fairy tales. This includes costumes, hair and makeup and the body language and facial expressions of the characters. This reflect the convections that you would find Michel gondry work as well as convections in the niche genre.

Paul McCartney – Dance Tonight

Dance tonight also plays on mise on scene regarding costume hair and makeup and the setting and is also an another concept video made by Michel gondry. However, the music video is also aimed at the mainstream market however they are some of them go against convections which are seen in a music video. First of all, there is a long introduction before the song has started and the setting is a mansion in the countryside. The characters are also unique first of all there was a postman delivering a large parcel to McCartney instead meanwhile he invites himself to a cup of tea.  Which leads to the beginning of the music videos this includes rather unconventional characters such as ghosts. This is conventional to gondry work.

City Lights - The White Stripes (2016)

This is one Michel gondry recent works however its unique compared to some of his music videos where he uses manipulates the setting which is in the shower rather than costume, hair and makeup or body language and facial expression. In this case of the music video gondry manipulates condensation in a shower to make various diagrams on a side of a shower. This video is unconventional to what he has done in the past however it’s also unique and may confuse mainstream audience because it’s not a typical music video. Therefore it would make this music video more of a niche concept rather than a music video.

Advantages and Disadvantages of diverse music videos:

Advantages 

They are several advantages of diverse music videos this includes
• It’s different and unusual which may tempt some audience members.
• It also more unique, this means that directors and artists can be more creative when making the music video.
• It’s also more eye-catching, this means that director may try various techniques to make it more appealing to the audience because of the characteristics of the music video.
• It maybe more interesting to watch compared to mainstream music videos.

Disadvantages:

However
• It won’t appeal to all mainstream audiences since they may prefer music videos that are conventional to that genre.
• Sometimes some diverse music video is controversial which could cause critcrsims this means some people may be turned away from that music video.
• Moreover, if the video is too controversial it maybe censored this means if your trying to get younger audiences to watch the music video it may have an impact on the viewing of the music video. And also if it is censored this may also turn people away.
• Diverse music videos are riskier compared to their mainstream counterparts since they may not be successful since its unique and may not appeal to that genre audience.
• Audience may not be comfortable with watching the music video.
• It may not be understandable to the audience.
• And it may ruin the artist reputation since it the music video could fail to attract much audiences or attention.

Should diverse music videos stay away from mainstream music culture?

No. Diverse music has its place and there shouldn’t be any reason for diverse music videos to stay away from mainstream music. Diverse music videos are being an alternative to mainstream music culture and has made differences in the music industry. As seen above niche music videos may also appeal to mainstream music culture as well as to fans of niche music videos as well. It can also be argued about they should be more clear distinctions between mainstream music culture and diverse music videos and I do agree with that since mainstream music videos are more likely to reject ideas from gondry and Cunningham however diverse music video should be able to take convections from the mainstream music culture and use them in their videos to appeal to a wider

Conclusion.

After researching about diverse music videos and about a various niche music videos as well as Cunningham and gondry work. There is a big difference in mainstream music culture compared to niche music videos. Moreover, they are also seen what are the convections in both types of music videos and how some characteristics maybe used from mainstream music videos in niche videos and vice versa to appeal to a wider audience. Currently I am planning a niche music video since it more permissive on original ideas compared to mainstream music videos in which you have to stick to a convections of a mainstream music videos.