Why would an artist choose to make a diverse music video?- Miss Miller

Introduction.
There are different ways to make a music video unique many artists simple do this by not following typical conventions that other music videos follow, this is also Goodwins theory of music videos,what most pop artist use as a guide when making their videos. diverse music videos usually miss out different parts of Goodwins theory like lyrics matching the images on screen, this is the case for videos that are concept based.

Chris Cunningham is a British video artist he is very popular in ambient music genre and has worked with artists in that genre such as Aphex twin and Autechre. He has also worked with Madonna on her music video for the song 'frozen'. He is quite controversial to people that are not used to his abstract style videos, but he is recognised as being talented at what he does and has won some awards. Some people don't understand the style of music video he makes as it can be very concept based which isn't typical of pop music and his style is described as Gothic by some. For example in the music video for 'frozen' by Madonna it is performance and concept based and the setting is in a desert, and she is dressed in black, the song is also quite dark, which goes against her usual style of music videos and songs, that usually follow the upbeat pop conventions. This type of music video is not the type of video that would be played on music channels as it is maybe seen as too far from the normal music video and the large audience that music channels have wouldn't like the videos he makes, especially The video for 'come to daddy' by Aphex twin which is quite violent and younger audiences might find it disturbing because of how strange it is. 

 

Window licker- Aphex twin. A video made by Chris Cunningham.

This video is a very diverse music video, it is not conventional to the pop genre, and the genre of the song is electronic, this still doesn't follow typical conventions of the electronic genre either. The video is diverse as it has a strange narrative and strong elements of concept.

Come to Daddy- Aphex twin. A video made by Chris Cuinningham.

Again this video is made by Chris Cunningham and is very diverse, Apex twin are the artists that made this music video too, as with the Window Licker music video, it doesn't follow any pop conventions or the conventions of the electronic genre of which it is part of, it also has strong narrative and concept elements which make the video diverse. The fans of the artist will expect this diverse style video and this will get them support from the fans, where as a larger audience that are no part of their target audience wouldn't understand the videos and wouldn't like them as they are too diverse.

Micheal Gondry is a 51 year old french music video director, and he is popular for his manipulation of Mise-En-Scene and has won an Academy Award for Best Original Screenplay. He has worked with many artists across lots of genres for example he has worked with Kylie Minogue, Daft Punk, The White Stripes, The Chemical Brothers, The Vines, Steriogram, Radiohead, and Beck. 

Micheal Gondry made the music video for the White Stripes video 'Hardest button to press', this video features some conventions of Goodwins theory such as music instruments, music matching the lyrics, and a lot of close ups of the artists. This might be quite conventional for music videos but the style of this video is different as it is not showing the artists social status in the video like other bands in the rock genre do, for example in other rock videos the band are shown performing on stage in front of their fans, or fans chasing them down a street, which shows their audience that they are popular artists. This isn't the case in this video, the band are more relateable for their audience as they are in public performing, this is more relateable for the audience. Micheal Gondry made the music video for Kylie Minogue and her song 'Come in  to my world' which is again un-glamorous for a major popstar like her, as she is in the streets with normal people, and she is shown to be like them. Like the white stripes video, there are elements of Goodwins theory for example she is singing the song for the whole video, which is matching music to the images on screen, and there are also alto of close up shots of the artist. The video is performance and concept based, and the concept is that there are many 'clones' of her on the streets and she does the same thing over and over, but each version of her does something different. This is why the video is unlike other pop videos of the artist looking glamourous and performing her song and shown as a huge popstar, when she is shown as a normal person in this video.

Kylie Minogue- Come in to my world. Video made by Micheal Gondry.

This music video has elements of performance, narrative and concept, it is not conforming to typical conventions of the pop genre, as pop music videos typically are solely performance based with some narrative, where as this video is more diverse and has a range of three elements. The fans of the artist wouldn't like this style of video as it is too different to the artists other videos, but this video might attract and audience that doesn't typically like pop videos so would like this video more as it doesn't follow the pop conventions.

White Stripes- Hardest button to press. Video made by Micheal Gondry.

This video has elemnts of performance throughout, with the concept being important and little narrative, the conventions of the rock genre typically show the band playing in a secluded location or at a gig, this video is different as it has a concept including the artists while they perform. This video would be liked by all audience as it isn't typical of the genre which some might dislike, but it still follows some conventions and adds a good concept which the larger audience would like.

Cunningham and Gondry are two very different video producers, and the style of their videos are different and the music they make videos for are also different. Apart from that they are similar in that they use some elements of Goodwins theory but still manage to make a diverse videos, they are also similar in that they both use editing software to their advantage, Gondry does by making the artists and other props like instruments appear more than once in the same shot which is vital in his video for the White Stripes, and Cunningham uses editing when there is a long car in the Aphex twin- Window licker video, and also the face that appears in the TV screen in the Come to daddy video. The benefit of working with a video director like Chris Cunningham is that there is a chance that the video will get lots of publicity. This is up to the artist to decide if they want to change possibly change their style to make a diverse music video with him. The benefit of working with working with Gondry to make their video is that there is a strong chance that the video will be played on the top 40 charts and music channels, as the videos are not extremely diverse like Chris Cunningham's videos. Also when working with Gondry the video would still be recognised as diverse which would be popular with fans as they are being creative, which is good for the artist.

The positives of making a diverse music videos are that the video will get lots of publicity, this will help the artists grow and make more money and become more successful, also the diverse music videos will give the artist a representation which could also be a positive thing, as audiences would either like the music videos made by the band, which would get them fans and more money, or not like the style of music video which might make the audience turn people against it, this would till generate publicity for the music video which is important for the bands.