Research: Diverse Music videos

Research: Diverse Music videos

Diverse Music videos are music videos created as an expression of art, they are often mentally challenging to understand which really engages and captures viewers. They are not usually seen in the public eye because usually they are used to go with the music of a niche genre of music however they cannot be undermined for the level of creativity used to create the video. These videos tend to be unpredictable and random so they come under concept music videos.

Concept pioneers
In the music video industry although the genre itself is quite niche and has a very low fan base level there are some well known and respected music video directors who are noticed for there their efforts and projects.  

Chris Cunningham

Chris Cunningham is a music video director that has created some of the biggest diverse music videos in the music video industry, he is well respected for his work and has even worked in the movie industry on films such as A.L.I.E.N and  A Clock Work Orange. Chris cunningham has worked alongside many well known artists and companies such as Bjork, Madonna, Apex Twins and has even created an advert for SONY and the PlayStation. Upon making the music video for the well known Bjork a music artist that is well known for the hit single "It's oh so quiet." Where they spent millions of pounds on CGI and special effects to reconstruct the singers image and turn here into a robot who actually displays explicit image of affection and sexual relations with another robot. The video is entitled "All Is Love" and since the videos release it has received 1,766,764 views and counting, the music video has even won multiple awards including the Gold Pencil and was even nominated for a Grammy award. Chris Cunningham seems to work.  (video below Bjork - All Is Love)

There are similar patterns in his work the work that he does and one off them is his obsession and focus on the human body and face. Usually the characters in the video will have some form of deformity whether its face or body and they often look the same for example like in Window Liker and Come to Daddy (images of the characters in each music video on the right.)

Michel Gondry
Michel Gondry is another is another well known director in the industry who also is respected and is well known by many artists for his work. He has worked alongside Kylie Manouge, Bjork, White Stripes, The rolling stones and many more. He works with artists that fall into the neiche genre and works with rather low concept/ budgeted music videos and creates videos quite the opposite of Chris Cunningham's high budget productions, However like Cunningham he has been involved in the productions in the movie industry and has played a roll in creating Be Kind Rewind and Green Hornet. 

He also directed the music video to the famous Daft Punk song "Around The World" which reached 1,099,456 views on YouTube. As well as Kylie's Come into my world. After watching these to music videos you cant help but notice the pattern in his work, which plays on the idea of repetition and Unlike Michel Cunningham their is a certain level of performance in his work and it isn't just pure concept. 

Opinion on Diverse Music Videos 

I believe that although diverse music videos don't have a huge fan base I feel that they should be respected, as they are a true form of artwork in the music video industry as they are unique and  give video directors such as Cunningham and Gondry the chance to truly express themselves and bring an idea to life , even if sometimes it isn't seen in a good way the fact that they are visually captivating. They are also the perfect way to help artists change their interpretation and image to their fans just like how Madonna approached Chris Cunningham and they created "Frozen". As well as that the music videos that these directors create for these artists causes a lot of hype and attention meaning that neiche genres have the chance to attract a bigger audience because the amount of attention that the music video causes.