Diverse music videos are videos that go against conventions and are targeted at niche audiences rather than a mainstream audience. There are particular genres of music that create diverse music videos, rock, alternative and certain dance genres, this is to create a particular reaction from their audience whereas mainstream audiences are likely to be confused by these diverse music videos. Diverse music videos are likely to be concept and performance based, the concept is usually unclear and the audience should not easily identify with the videos.
Diverse music videos are usually directed by certain directors who are known for being unique and their videos are very different to mainstream music videos. Some music directors are very well known for their diverse music videos. I will focus on Chris Cunningham and Michel Gondry.
Chris Cunningham:
Chris Cunningham is a British video artist who has primarily directed music videos for ambient and electronic music genres. He has worked with Madonna, Bjork, Aphex Twin and The Horrors. Many of his videos have won music video awards. His video for Bjork's "All Is Full Of Love" won multiple awards, including an MTV music video award for breakthrough video which was nominated for a Grammy for best short form music video. His video for Aphex Twin's "Windowlicker" was nominated for the "Best Video" award at the Brit Awards 2000. Due to the result of his success he drifts between making short films and music videos, and has also worked with companies such as Gucci, PlayStation, Levis and Nissan, directing commercials. Hebdige's theory of subcultures can be applied to the majority of Cunningham's work, as his music videos appeal to a niche audience who may feel part of a subculture who are entitled to their own rights and beliefs.
Popular or successful videos directed by Cunningham:
Bjork - All Is Full Of Love
Cunningham directed this music video which followed the narrative of robots, a female robot in particular being built and eventually finding love with another, male robot. Star image in this video is very unique but still focused on the artist and was seemingly a representation of her and her diverse music. The audience are supposed to find it difficult to relate to the music video as it is so diverse as the robots clearly have a very different physical appearance to humans. Although they are portrayed to be showing human emotions which is relatable. Though mainstream audiences are likely to be uncertain after viewing the music video but may appreciate Bjork's work as an artist as they identify her as unique with a different style to mainstream music and videos.
Aphex Twins - Come To Daddy
Another video Cunningham directed is 'Come to daddy' by Aphex Twins. It is a niche music video that is concept based as there is no evidence of a specific artist or star image as well as no evident narrative. The video consists of small children with a grown man's face running around rebelliously and at the end are reunited with their 'daddy'. The characters are an old woman, her dog, and small children with the face of a man - this was confusing and could have been perceived negatively by the mainstream audience as they may find the content and images disturbing. Due to this, the video is clearly aimed at the niche audience and specific fans of Aphex Twins who would understand their work. The music video does not appeal to a mass audience but was still successful and was eventually nominated for "Best Video" at the MTV Video Music Awards. The video is very diverse as it is not mainstream at all and does not abide by popular conventions, but does the opposite as the images are controversial as we see a mans face on young female bodies and the "daddy" character wearing minimal clothing. The title of the video may also cause misunderstanding or misinterpretation which causes controversy along with the images.
Aphex Twins - Flex
Flex was a diverse music video which was made for a 15 minute film loop. The characters are deformed, naked males and females in a curled up position, which could represent a fetus and womb. There is no clear narrative, performance and no star image visible. The characters are both fighting and having sex which may make the audience uncertain. The images on screen make the mainstream audience confused, which they react to by being uncomfortable. The Aphex twins have loyal fans who are likely to normalize these kind of images. The video is controversial as it is seen as inappropriate for a mainstream audience as it contains nudity and a lot of physical contact. This film was given an 18 certificate by the BBFC. There is no clear message or theme associated with the music video.
Cunningham tends to have recurring characteristics within his work, this is evident with his above music videos, these characteristics include:
Unclear star image
Deformity
Low key lighting
Weird locations
Works with niche genres of music
These characteristics are very unlikely to be in mainstream music videos, therefore this is what makes these diverse music videos different. Although he does receive criticisms for the choices he makes in music videos. Cunningham is received as a successful director as his videos have won various nominations for awards. His work proves that the music videos do not have to necessarily make sense to a mainstream audience, and music videos do not have to stick to conventions to be successful. Others may say his work is artful.
Michel Gondry:
Michel Gondry is a French director, screenwriter and producer. He has created many diverse music videos for popular artists such as Kylie Minogue, Sheryl Crow, White Stripes, Sinead O'Connor, The Rolling Stones, Daft Punk and many more. All of these artists have expressed through their music videos on the subject of diversity. This can be related to McCracken's theory which states people change with age and become a part of different cultures. This theory can be applied further to Kylie Minogue who created mainstream music videos, but also made diverse music videos with Gondry to appeal to a different target audience. Gondry has been extremely successful with his work and has directed seven of Bjork's music videos which include "Bachelorette" and "Human Behavior".
Examples of diverse music videos directed by Gondry:
Kylie Minogue - Come Into My World
Michel Gondry directed the music video for Come Into My World by Kylie Minogue. It was diverse due to the repetitive performance and a unique style which isnt seen in music videos much. The female character in the music video is performing by singing along to the song and walking, she is then cloned a number of times and the narrative then repeats itself. The representation of the artist is not as glamorous as her other music videos, which makes it diverse. As well as this, the cinematography is unique as it is shot in a "one take" style, along with special effects. The music video won the 2004 Grammy Award, Best Dance Recording, which also emphasised its success with a mainstream audience. The video is diverse but not too risky as it still appealed to very mainstream audiences.
Gary Jules - Mad World
Gondry directed "Mad World" by Gary Jules, it has minimal Mise En Scene and has very basic editing. The video has repetitive features but is subtle and the pace of the song matches the editing which is again, shot in one take. The star image is evident as the artist is shown singing from the top of a building as he looks over to see people creating pictures with themselves, as shown with a birdseye view. This can be linked to Goodwin's theory of the lyrics being linked to the visuals as it is evident in this video. Since the video was uploaded to Youtube in January 2006, it has over 100 million views. It was also commercially successful and was used in an advertisement for the popular video game "Gears of War".
Daft Punk - Around The World
Gondry directed "Around the World" by Daft Punk. It is a concept based music video and has a group of dancers dressed in very different and vibrant outfits, dancing along to the song. Star image is not evident due to the amount of characters, the video keeps the audience watching as the colours are bright and the music is upbeat. Around the world was Gondry's first attempt at an organised dance music video and each dancer was portrayed with a certain musical instrument. For example, the skeletons represent a singing voice and the mummies represent a drum which reinforced the diversity of the music video, as the concepts are unique. The music video was very successful and peaked at number one in the dance charts, as well as winning an MTV Music award for Best video in 1997 and a Grammy for Best Dance Recording in 2000.
Gondry has recurring characteristics within his work, these include:
Low budget locations
Visual twists
Repetition
Concept based videos
No or very little star image
Gondry's videos are very diverse due to these niche characteristics, although they are very different from mainstream music videos, they can still appeal to a mainstream audience, as evident with the multiple awards he has won or been nominated for. Gondry's work is very different from other music video directors as his concepts are very simple but still keep the audience engaged, he makes it look as if very little money is put into the videos yet they are more entertaining and interesting than expensive high budget music videos.
Advantages and disadvantages of diverse music videos:
Advantages:
- Individual and unique styles can be portrayed
- Audience hype is created
- Visually appealing
- Can reinvent an artists star image
- Can be entertaining
- An artist is given intellectual sense
- Artist can gain a niche audience
Disadvantages:
- Content can be controversial
- People may not understand concept
- Videos may not gain views or recognition from a mainstream audience
- Videos can be risky as they may be expensive
- Visually may make people uncomfortable or may be distressing
- May ruin an artist's reputation
Should diverse music videos stay away from mainstream music culture?
I believe diverse music videos should be targeted away from mainstream music culture, as it will keep the music video scene unique and different as opposed to mainstream music which can be very repetitive and boring. Although if a niche music video were to get mainstream recognition, this should not be stopped as it will help make smaller and a variety of artists more successful.
Conclusion
Diverse music videos contain many niche characteristics which make them very different from mainstream music videos. My research into the works of Cunningham and Gondry has allowed me to understand that diverse music videos tend to be a lot more creative and audiences are able to see the unique imprint a director can leave on a music video. Although to ensure commercial and critical success, my music video will mainly follow themes of a mainstream music video due to there very rarely being mainstream music videos that are looked down on or fail commercially. To avoid making the audience uncomfortable and to make sure I can reach as much of a varied target audience as possible, I will avoid having niche characteristics in my music video. I will however ensure to follow Goodwin's theory as most mainstream music videos follow this, as well a Dyer's star image as this will help me to reach a mass audience.
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