Research into the diversity of music videos 6

Many music artist choose that when they make their music video they change the rules and make it unique. The way they change it to make the memorable is anything from having a strong narrative, big celebrities, an outrageous setting, the clothing or non-clothing they are wearing, iconography, censorship and their behaviour and the budget which was spent. Many of these points make music videos attract an audience and they start to like the director and the artist. It stands out from their other videos and videos in the genre, and brings attention to it so more people become interested by it.

What makes a music video unique?
-Strong narrative
-Big celebrities
-Setting
-Clothing/non
-Iconography
-Censorship/Behaviour
-Budget

Christ Cunningham

'Come to Daddy'
1) The presentation is a short film with the genre of dance. It goes against conventions so their is no club settings or strobe lights. The characters which are in it are fantasy nightmares, they all have masks on and look like they are children. This scars the audience and makes you feel bad as their is an old lady, who is vulnerable. It is very fast paced, and has spooky facial features which are blue on the television which is left outside at the beginning of the clip. The sound of the song is like someone scratching some DJ decks. You see the 'children' hitting objects with a bat, this shows that they are crazy and are probably under a spell from the television. The setting which looks like a council block lets us know it is on a cheap budget and looks quiet dirty. When the childish music comes on and 2 girls run out from the door, this adds a bit of freakiness into it and with the kids ruining the place, with bats and kicking rubbish about shows thats theres something wrong with these kids, and they are what you would expect children to act like.

The music video is diverse and doesn't follow Goodwin's theory. There isn't an artist which obviously you need when you make a music video, and wouldn't be shown on a music channel.

As the audience you wouldn't create a relationship with the artist, as their isn't one and because there's no reason for you to feel sadness for them because you cant get involved as there is so much going on and its so crazy.
Cunningham has also worked with artists such as Madonna on her video 'Frozen' where the genre is Gothic. There is a lot of black in the music video such as the animals, where there are black eagles. This gives a spooky feel as there not the kindest of animals. Its an unknown location with a edgy feel. It looks like its covered in ice. This again gives a spooky feel as everything in the frame is black wheres as the setting is white so everything stands out. This completely goes against typical pop conventions as she's a pop artist. Theres a relationship between the lyrics and the visuals which is a convention of Goodwins theory. She is mostly performing in it with a small narrative of the animals this makes it 90% performance and 10% narrative. Its an emotional music video with a 1990's Madonna image which rebels against conventions.

Both of these music videos by Chris Cunningham goes against conventions;
Pros- keeps the artist popular
-target audience would remember the video as being original and one they loved to watch
-trend setter with a weird music video
 Cons- target audience cant relate to the artist
-no interest in the artist
-unpopular, many people don't like the music video, find it too different


Michael Gondry

Kylie Minogue - 'Come into my World'
Its a pop song with a very realistic setting which is on the street surrounded by many people getting on with their jobs. It set in paris and the clothing is very typical for everyday clothes. There is a relationship between the lyrics and video 'come into my world'. More and more Kylie's come into the world so by the end of it there are 3 different Kylie's doing different things but copying what was done in the beginning of the video. She's mainly performing to the camera and their only is a little bit of narrative which is her walking around and a new Kylie coming in. This means that its 90% performance and 10% narrative. The target audience can relate to the music video as its set like its a normal day in Paris.

The White Stripes - 'The hardest button to button'
The genre of the white stripes is rock/alternative. This is shown by the use of their instruments and their clothes and makeup. They dress in a lot of black which is a convention of rock, they have messy hair and dark makeup. There is a relationship between both the visuals and the music with more drums and guitar sets appearing as the beat beats. This leads to make a long line of instruments sitting their while they are still playing them. This is a fun idea as they change settings a lot and still have their kit behind them. There also is a relationship between the lyrics and visuals. Its 100% performance as there always singing towards the camera where there isn't a story behind it. The music video is very stereotypical to rock.


Cunningham and Gondry have very different music video styles, Cunningham seems to have wacky ideas which are based in the middle of nowhere with an unknown location. Whereas Gondry uses locations which are city based and are known. I think Gondry's style for music video's would suit my music video more as we want it to be in a town with memories rather than in the middle of nowhere with no one around.