A diverse and unique music video means that it is unlikely that the video fits in with the generic conventions.
Chris Cunningham
Cunningham has primarily directed music videos for ambient music and electronica acts such as Autechre and Aphex Twin. He has also created art installations and directed short movies. He was approached to direct a movie version of the cyberpunk novel Neuromancer, but nothing came of early discussions. In the 2000s, Cunningham began doing music production work. He has also designed album artwork for a variety of musicians.
Madonna - Frozen
The music video is not conventional as Madonna is a pop artist. Due to the dark clothing and setting, it represents the title of the song 'frozen' as she is so pale she looks cold and lifeless. I would say that the lyrics and the visuals correspond eachother as she has very still-like body language throughout, not moving very much. This song is performance and concept base as she is singing throughout, and it is concept as she wants the audience to understand hw she feels, which is dark and depressed at that time. The Genre of this video isn't conventional to pop as it is not upbeat or happy, However she is not revealing which is conventional to the pop genre. Throughout, close-ups are used, this is so it helps to build a relationship with the artist as you can see how sad she feels through her facial expressions.
Aphex Twin - Window Licker
This music video is not conventionalto the trance/electro genre as the artists is using inapropriate language throughout, Aphez would be seen as quite promiscious, however their is a dance routine which is conventional. This video would be narrative and performance based as he sings and dances into the camera and his lyrics are in french with his girlfriend sying how she likes dogs. The visuals match the beat and likes to use a lot of close-ups, this is again so the audience can build a relationshop with the artist.
Aphex Twin - Come To Daddy
This music video would be seen as subversive to the electro pop genre as the video starts off with an old lady walking with her scary dog. This video contains no lyrics what so ever it is all about the beat and the visuals. I also think that this video is very dark and disturbing also again not being conventional to the genre. It includes intetexual visual of face on TV which is quite a clever thing to include as cunninghams videos are diverse, hardly any artists at this time would use this in their videos, this is what makes cunningham unique and people want to carry on viewing as it is different to what they have ever viewed before. It is narrative and concept based with no performance, in a way it is trying to alert the audience that media controls the universe at this present time and wants the audience to understand that it shouldn't. Many people are attracted to cunninghams style, this is why Aphex gets alot of views.
Micheal Gondry
Michel Gondry (born 8 May 1963) is a French film director, screenwriter, and producer. He is noted for his inventive visual style and distinctive manipulation of mise en scène.He is well known for his music video collaborations with The Chemical Brothers, Björk and The White Stripes.
The White Stripes - The hardest button to button
This music video is performance base, it is conventional to the genre of Rock as it is a boy band, each playing a different instrument and also using colours such as red and black. However the setting is subversive as it is being filmed in many locations, on the street and train, where as most rock videos a filmed on stage to an audience. They are unorthodix artists which can help the audience to relate as they are down to earth, normal people with a simplistic lifestyle. This band also use a lot of close ups while performing.
Kylie Minogue - Come into my world
This video is narrative, concept and performance base. It is narrative based because she is veing filmed in simple clothes walking along an urban street whilst singing 'welcome to my world' this is because she wants the audience to understand she isn't a flashy person and that she also lives a normal lifestyle, it is performance based as she is constantly singing and dancing but not into the camera. However it is subversive to pop as the song is quite repetitive and he is wearing very simple clothing, wanting to get across to the audience thst she is a simple women and that its not all about the money, this can help her build a fan base as the audience can build a relationship with her. Close ups of her face are used but she is acting asif the camera isn't there, this makes her come across as down to earth and simple.
Conclusion
I think that the industry is the main reason why artists choose to create diverse music for the one reason that it makes them stand out and be unique, many artists nowadays have similar interests, and so create similar music for example many rappers like to include the finer things in life in their videos such as private jets, big mansions and money. This isn't being unique and the audience struggle to build a relationship with the artist as they can relate to their choice of lifestyle.
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