Diversity of Music Videos - Miss Miller

There are a range of diversities used within a music video which show differences and provide uniqueness. Artists provide this by including different elements which would attract particular target audiences to be intrigued to watch their music video. The more unique and different an artist is perceived, the more successful they can then become, due to their extraordinary persona and how it ensures the audience to watch a particular music video and then not feel like a repetitive process due to all elements used already shown in a slight different way each time, which becomes boring a boring process for the audience. Being more different allows particular artists to gain more attention from a wide range of audiences, as they are being talked about as an alternative performer, which can be refreshing and interesting for many audiences. The purpose of creating a diverse music video is to give a sense of originality upon the artists work. Audiences can appreciate this as it can then seem more interesting and refreshing as they then do not feel like they are constantly watching the same thing over and over again. Including this can also give the audience an insight towards the artists persona, allowing more of a bond as the audience are learning more about them through uses in the artists music video. They can learn more things than just how they physically look, such as facial features and particular trends they like. Audiences can then see upon the deeper mening more clearly such as their emotional status etc. However, there can be negatives towards having a music video within the diverse range. An example could be inapropate content, as the artist may wish to portray themselves towards how they desire to show more of a meaning towards their song. This can include things like drug use, swearing and voyeuristic representation of females.

Chris Cunningham British Video artist, who was born in Reading, 1970. He has primarily directed music videos for mainly ambient and electronica music. He has also created art installations and directed short movies. Cunningham has worked with a range of artists, such as Aphex Twin "Come To Daddy," and "Windowlicker," which perhaps were his best known. Another artist example is Bjorks.

Madonna - Frozen
This music video is extremely successful due to its uniqueness towards it. There are a range of elements used towards it which allows it to be successful. The original genre for this music video is electric. The video however is shown to be different and diverse to the genre as it is shown to be more emotional. You are able to see the artists emotional state which is shown through editing and green screen. These are shown through genre characteristics, Goodwin's theory, style of the video and the artist representation. One example of Goodwin's theory used is providing the camera shot of 'close ups' to allow the audience to clearly witness the artists expression whilst performing. This is extremely effective as the genre of the song being played refers more into soul, indie type due to the slowness and passion it provides. Using close ups within these particular genres are effective as the audience then have access to seeing how the artist wished

to portray herself. An efficient way of showing sad emotions towards the audience easily, such as fear, distraught, betrayal, sadness and more. This particular point of Goodwin's theory is used throughout the video to show Madonna's face, which links into mise en scene, of 'hair and makeup,' clearly showing very pale use of makeup, no bold statement like a dance video would use and dark, messy hair which presents a sense of mysteriousness. The style of the music video is represented in a dark edit, even when it is still daylight at the start of the music video. This is shown through dark lighting throughout and the use of mise en scene, setting; shown to be in a desert type of place, shown through dried out ground and sandy type setting with mountains in far distance. She is walking around on her own in a very sparse area, no one around.
This could maybe then lead to interpretation that she can then express her inner emotions more clearly on her own and think in an easier manner than in a heavily populated area. This gives a sense of danger towards the performer as it shows she is going through a very dark time, and as black is seen as a very mysterious character, then leads to her being very unpredictable towards what she is going to do, especially due to her changing into different animals which suit the colour scheme of black. The artist is represented in a very unique and original way. This is shown throughout the video as she is shown to be a character who metamorphosis, being able to change into a different animal, such as a bird and dog which are

both black. This engages the audience as it is so extraordinary and unlikely to be actually real, then expands their imagination towards why this is happening and are intrigued to watch on. This is extremely effective as it is showing in an uncommon way how she is feeling inside and how it taking over her so much that it is effecting her physically, almost like she is trying to free her emotions to allow a sense of relief (not happy, always dark, turning into different characters.) Also, throughout some of the video, she is

shown more than once upon the same frame through editing. This is also effective and has a deeper meaning as it can show that she is dealing with so much inside that it could equalise to three separate people. Mainly, in the genre of soul, artists are mainly performing through the use of Goodwin's theory of lyrics and visuals, trying to create a relationship with the audience by making them sympathise for performer by exposing emotions which are sad and depressing.

However, Madonna does the same theory but in a different lighting, a more peculiar way, which only charms the audience to watch on, freely promote upon social media and share with friends. There are a range of genre characteristics used throughout the music video which allows it to become effective. This music video is different towards her 'normal' videos as she is usually shown to be very positive, and happy to share a good vibe with audiences. This is due to her being a global phenomena and everyone knowing who Madonnas is. She is also shown in a voyerustic way (Goodwin's theory) such as looking pretty, current popular trends and showing a lot of body. Some songs which show her to be positive, and sexual are "Like a Virgin" "Material Girl" "4 Minutes" and more. I think she chose to have this music video to be more diverse to show more of her inner emotions rather than showing material goods and lifestyle like some of her other songs and music videos. This can show audiences that she is in a very fragile state and is showing how it has effected her emotionally. This allows a stronger bond with audience and artist as audiences are learning more about her persona showing a vulnerable state rather than just her physical appearance.

This i

The next video I decided to analyses was by the artist Aphex Twin with the song called 'Window Licker.' The original genre of the artist is techno and glitch. This is a very diverse song and have a uniqueness towards it which not many videos include. There are a range of examples used for Goodwin's theory within the music video, one of which includes voyeuristic treatment of the female body. This is used throughout the music video, where the artist is objectifying women. Particular camera shots are also used to show a woman's body rather than her face and her facial expressions. This is effective for the genre of techno and dance music as the younger generation mainly the younger generation are intrigued to watch these types of music videos as they are stereotypically known for swearing,

disrespecting women etc. The artist is represented in a range of ways. He is shown to be very effective with lots of charm with women, as they are shown to be all over the artist throughout the video. He is also shown to have lots of money, which is shown through the exaggerated length of the limousine as he arrives to

make a grand entrance. This is also effective as the ladies that are falling at the artist's feet, were just completely disregarding boy characters who were interested in them before, which makes the artist seem more desirable, through his confidence. Using the limousine was an effective prop to use as people who have a lot of money, are generally very respected and idolised, which is what the audience would do to the artist. The style of the video is very quick, considering the length of the 10 minute video. The characters are shown to have lots of fun, in a party like style, but showing the uniqueness of using it in a limo rather than a club. This is conventional as this type of music would usually be played in a club or rave setting. The style has lots of things happening in one scene with

lots of characters . There are also dance scenes showing the artist and women dancing with bikini like costumes on. This is conventional as it then makes viewers want to dance with them due to the beat of the music and particular dance trends they may enjoy.



The next video I decided to analyse was also by the artist Aphex Twin with the song called 'Come To Daddy.' This is a very diverse song and fits well with the genre which ranges in dance and rock type of music. An example of Goodwin's theory used within this music video is showing representation of lyric and visuals, when the artist is represented through the screen of a television, shown to be distorted. This is effective as it has an element of uniqueness towards it, which can grab audiences attention. The artist is represented as a bit crazy, which is another example of the element of diversity and uniqueness of the artist. He is also represented as a dominant leader, (which links in with the genre characteristics) as the other characters are all young and vulnerable, with all their faces

replaces with his. The style of the video is very effective due to how different it is, it is clear that is is for the younger generation due to the young characters vein involved and having fun, whilst the elderly character seems very disrupted and stressed out from the situation. The style of the music video is very strange, but is usually conventional within dance music videos, as it shows a sense of difference and able to express the artists self within their work, which then influences the artists to do so aswell.

Michel Gondry

Gondry is a French film director, screenwriter and also producer. He is known for his inventive and unique visual style and distinctive use of the micro element of mise en scene. He is known for pieces like Eternal Sunshine of the Spotless Mind (2004) Be Kind Rewind (2008) The science of Sleep (2006) and also the Green Hornet (2011). He has worked with artists such as Kylie Monogue and the White Stripes. Gondry is different from Cunningham due to the different types of music he works with, as Cunningham mainly focuses on more electro. 

This song by the White Stripes, 'Hardest Button to Button,' has an effective use of rhythm, as it is very upbeat with short pauses with emphasise the instrument of guitar and make it an effective tune. This is used all throughout the video. This links in with effective uses of editing as the style of the video matches with the beat of the song. Through transitions, the iconography of the the instrument  of the drums are being shown to instantly appear at the exact same time of the beat. Also, whilst every beat and the editing style is being used, the drums are also increasing. This is an effective use of editing as it can show the importance of music towards the artists and Gondry, which represents the artist to be very music

orientated. An example of Goodwin's theory used is representation of lyrics and visuals, where the artist is shown to be playing his guitar, mimicking the the sound of the beat; whilst also lip syncing the words to the camera. There are a range of genre characteristics within the music video, which ranges from costume of dark, casual clothing which links in with the mystery of the artist. This then shows the uniqueness of the artist, which makes the audience want to read on.

Here is another example of some of Gondrys work. This is by the famous artist of Kylie Monogue, with one of her singles 'Come into My World.' The artist representation of Kylie is shown to be very down to earth, doing chores like everyone else, like walking home from work, which is interpreted by mise en scene, costume of smart clothing, whilst also carrying home dry cleaning in her hand. This is an effective use of iconography effective as title is come into my world, which can then be conveyed as a deeper meaning to show what kind of person she is really like, to me it shows she is trying to love a normal life as much as she can whilst the busyness around her can suggest her hectic schedule

in her famous and successful life. The style of the music video is very effective as editing has been used to replicate the artist twice in the same scene. This can also have many interpretations towards it as it can show her different personas in her life, e.g. normal person to famous diva. The scenes are shown to be very busy due to all the chaos going on in the background, which can be a symbol of her busy life and trying to not let it get it to her, hence why she is perceived through body language and facial expressions,as calm, happy etc. An example of good wins theory used is frequent notion of looking, artist shown to be looking at the camera whilst singing, looking at other characters within the music video. This is effective as the duration of the music video is mainly performance based, so by using that theory point would be effective to make that particular type of concept of a music video. This artist may have chose to create a diverse music video to show a different interpretation of herself. As she is usually shown in a voyeuristic way in such music videos like "Sexercise" "All The Lovers" "Spinning Around" and more. The artist is showing the artist a newer spring of her as she is living the 'normal' lifestyle like everyone else, and is welcoming them into her world, hence the music title. I think she done this to step out of the imagination of the singing career and what everyone thinks it is towards the reality of it, which is working just like everyone else. 

When considering the industry, I found that artists would be more diverse to give a sense of originality towards themselves as an artists and in the work. If they are more original, they are more likely to become more popular and be remembered due to the uniqueness within their work. When analysing a range of music videos from the different producers of Cunningham and Gondry, I found a range of similarities and differences which they include within their work. Some similarities which I found in both of their work including similar editing techniques. This has been used in Madonna's Frozen video, by Cunningham and Kylie Monogue's 'Come Into My World' music video by Gondry. The editing technique which had been used was use of repeating the characters more than once into one scene. This was effective for both music videos, considering one was more in the genre of pop and the other was more soul, indie type of music, it still worked as it would allow the audience to then come up with a range of interpretations towards why this is. In my interpretation, this was to show the artist expressing their inner emotions in a physical light through the camera, such as dealing with so much in their life that it is the equivalent to handle more than one persona. This is an effective use of creating a relationship with the audience as they are able to see a more creative and in depth side towards the artist, which can then create a bond as they are seeing the artist in a vulnerable state, then being able to sympathise for them.Within Gondry's work, it is shown to have a lot of street scenes, keeps natural lighting. This can be an effective use of what he is trying to show his use of unique visual style. To make my music video, I think I would most like the director Michael Gondry to produce it. I think k because I admire his style more, as it seems more creative and interesting, even though they have similarities within ideas. I like how it seems more natural as it is in a natural environment, such as the streets which can make the audience forget that it is editing and make them believe the duplication of characters is actually real. This shows an effective music video.