Diverse music videos are videos which are from are from a different/alternative genre of music. These videos are used to express the directors and artists creative yet unique ideas. Diverse music videos have a niche target audience as it contains a lot of weird contents which is viewed by people outside the mainstream genre. In addition, they are also often concept based as these types of videos show no relationship with the lyrics or music therefore, it is random, different and concept-based.
Chris Cunningham
Chris Cunningham is a British video artist. Cunningham has close ties to Warp records. His work compliments the diverse nature of music videos& includes music videos that do not appeal to a large mainstream audience. Cunningham has primarily directed music videos for ambient music and electronica arts such as Autechre and Aphex twins.Chris Cunningham has worked with aritsts such as:
- Bjork - All Is Full Of Love (won multiple awards including MTV music video awards for 'Breakthrough Video' & nominated for a Grammy for 'Best Short Film Music Video
- Aphex Twins - Come To Daddy, Flex and Window Licker which won 'Best Video' at the BRIT Awards 2000.
- Madonna - Frozen (international hit and won award for Best Special Effects at 1998 MTV awards
The music video for 'Come to daddy' by the Aphex twins come across as weird and controversial as the characters seem disabled and disturbing to look at.
This diverse music video Featuring Chris Cunningham and Aphex Twin is of course a concept based video and it is clearly represented and reinforced through the use of crazy special effects. The video is to some extent quite chilling due to the use of low key lighting used on top of the dark environment in the video thorough the video and also the Alien/deformed man which looks really scary and disturbing. This video may be seen as too abstract to comprehend for some people who are why diverse music videos mainly target a niche audience.
The music video 'Bjork all is full of love' was one of his more successful and this implies that effort and money is still put into for a music video that appeals to a limited audience and not being part of mainstream culture. Moreover, robots are the main theme in this music video and it is not likely to have this as a main theme in a music video.
'Bjork all is full of love' music video had won multiple awards including the MTV music video award for breakthrough video due to its creativity and realism.
As with all diverse music videos this is a concept based video and it is reflected through the choice of lyrics, music and visuals as they don’t seem to have any kind of relationship what so ever
what so ever.
Started well and Cunningham's work explored well, however this post clearly is not finished.
ReplyDeleteTo improve;
-bullet point general ideas of Cunningham's work
-Gondry: include three videos he has created, brief analysis. His credentials in the music industry. Conventions of his work. Opinion of his work.
-Advantages and disadvantages: of diverse music videos on the industry and audience
-Conclude – what have you learnt and ideas forming? Will you make or include features of diverse videos? Yes, no – why.