Reseach: Gondry and Cunningham's Diverse Music Videos - Ms Begum

Gondry and Cunningham's Diverse Music Videos

Introduction:
Diverse music video are usually done by the genres that are like electro (Bjork), some dance, techno, club and some pop at times etc. With this a diverse music video is where it is displayed to the audience being controversial or obscure, the artist that usually do this has a concept based video that allow the idea of an obscure video. With some of these diverse video they play on the idea of the human themes and allow the video to be obscure and give a surreal feel to the audience. Also adding on to this their is some main stream artist that do this so that they reinvent themselves to be able to create a new image that they would like. Some of this artist such as Kylie Minogue and Madonna, they have both done this to allow the audience to have a subtle approach of the change of their image within the music industry.

Chris Cunningham:
Chris Cunningham is a successful diverse music producer, this is because his is also a film maker and photographer. Having this he has an abstract mind due to his creativeness, with having done this one example is Bjork. With her music video "all is out of love" Chris Cunningham had a idea of robots as he had work in the industrial work place. With having this idea he has come up with using robots for the music video, and listening to the song he had come up with the idea of two robots having sexual intercourse. With doing this it has a link to the song and also with the artist of the song, the two robots in the music video is two females. With the first draft of the music video Bjork didn't like it as she wanted something different, as for coming up with the idea of using computer graphics, but Chris Cunningham doesn't have any faith In it but yet it was what saved the video and Chris really needed it, Furthermore Chris Cunningham have work with skrillex and his genre is dupstep... As I said before "techno and electronic".

Chris Cunningham has also worked with Aphex Twins, He has done a few of their videos such as come to daddy, flex and window licker. With doing this in the come to daddy video, there is a bunch of kids that run around vandalising the area and they has a distorted face of the artist. As for doing this Chris Cunningham has a theme that I have noticed which is where he plays on the idea of human life and being obscure with it. With the Aphex Twins music video, this wouldn't appeal to a mainstream audience has they would find it obscure and too surreal for them to watch. Also the video is quite scary at points which a male "alien" coming out of the TV and looking like a father to the kids.

Furthermore with the Chris Cunningham's Flex Video of Aphex Twins, With this video there is a the idea of two people together in some black space. With this the music has no connection of the video but what Chris Cunningham has done is play on the idea of a baby, and with this we can see that he all ways go back to the idea of playing with the humans.

Moreover the Window Licker Aphex Twins, this video of what Chris Cunningham does is play on the genre of hip hop, with the girls and the California area. With him using all of the hip hop ideas in music videos, but then yet playing with it having the aphex twins face on the girls. As we can see Chris Cunningham Likes to take the mick out of this genre as we can tell he doesn't think it rights. With this video there is more air time of the "star" but not putting on the idea of him having star image, just more on giving hip hop a bad view.

Michael Gondry:
With Michael Gondry, we can see that he has also worked with Bjork. Having done this we can see the difference that these two music producers have, in the repetition that they both having in the music videos. With Bjork music video of "Oh its so quiet", has become famous. This is because of the song and the music video being on more a mainstream idea, but yet having a subtle approach on the diverse music video. With the music video we can see that he has a lot of dancers and people within the video looking the same.

Also he has done a video with Kylie Minogue, within this video we can see that she is performing as well as a narrative with a everyday life, as we follow her around the video first time walking around the area... As this happens we can see that it happens again with her still there but there is two now. WIth Michael doing this we can see that he all ready shows the idea of repetition and the dancers within the video, as the video goes on this happens again and again. This video is more performance and concept but there is a very little narrative within the video.

As we can see in the music video "mad world" that Michael Gondry created he a video of where there is people that are creating images that go with the lyrics. He has done this with one shot throughout the video, with this video we see a quick appearance of the artist for a few seconds, as for this video we can tell it is a concept video due to the themes that we see and there is no narrative and performance from the artist.

Advantages Of a Diverse Music Video:
- Controversial 
- Artist can reinvent themselves
- Having an abstract video can allow the audience to talk about the video more, which can get more views to the video.
- Unusual so the audience find it quite interesting to watch.
- Hype is created because of the video

Disadvantages Of a Diverse Music Video: 
- Small/Limited Audience
- Reinventing themselves can go bad
- Audience and Artist have no relationship built
- Some of the fans/audience might find it offensive or not like the change

Diverse music video should stay away from mainstream music culture? 
I think that diverse music video doesn't have to stay away from the mainstream culture if the music video works in where the artist can reinvent themselves, also with this if they have a subtle approach to the mainstream audience I think they would like it as for some prime examples: Kylie Minogue and Madonna. But if the diverse music video are trying to be obscure and surreal too much then I think the mainstream audience wouldn't like it as a example Aphex Twins Window Licker, taking the mick out of hip hop...
With music videos that is like that then I think they wouldn't like what the diverse videos are about. So overall my opinion is that diverse video should be allowed in the mainstream music video if they don't effect it in a bad way or where the audience don't like what is shown.

Conclusion:
What I have learnt from this research is that there is two types of diverse videos, some being subtle to the audience and the mainstream audience can watch it without being offended but the other type quite opposite.. I have learnt that using some of the ideas of repetition or a theme in the video, would help create a video as you have a basic idea of what you would like to put in the video. I think in my video I would include a few elements of diverse music video because I think I can make it have more of a hype and have an audience talk about the video more.