Research into the diversity of music videos (Miss Miller)

1. What makes a music video diverse and unique?

In order for a music video to be diverse to a particular artist the video concept created either must subvert their music genres characteristics or the artists previous work. As well as this to then be unique the video must be one of a kind and different from anything else whether when compared to the artist or the music genre. When in combination with each other it allows the artist to create a diverse music video which is unidentifiable with its current fan base. Through being so diverse this should create a hype surrounding the video which encourages others to watch the video whether currently a fan of their music or not broadening the artists audience. 

2. Introduction into Cunningham
Chris Cunningham is a video music director renowned for his diverse visions and creations when working with artists. His work is popular and often takes artists out of their comfort zones along with their audiences to create a diverse and unique music video. Cunningham has worked with a diverse range of artists which spread broadly over the different music genres. 

For instance Chris Cunningham directed the video for 'Frozen' by Madonna a considerably darker and more gothic piece in comparison to her typical pop videos subvert her usual genre of music know from her fans. As Godwin's theory states an artist's record company will often desire close ups of the artist to feature within the music video. This is apparent within the 'Frozen' clip as Madonna is often zoomed in on within section of the song. Although typically a trait used to express the emotion felt by the artist about or within the song, instead subverting the general use Madonna is shown to be cold face with little emotion reflecting the title of the song 'Frozen'. 
By doing this it also allows her viewers to gain a relationship with her sensing her cold emotions understanding the deeper meaning of the song. Godwin's theory also states that the lyrics should match the visuals. Again Cunningham effectively does this in an extreme and creative way using editing and effects to turn Madonna into a bird foreshadowing the lyrics "". This element of a bird involves the concept of freedom and encouraging free spirits and is enhanced by Madonnas performance which is directly focused on promoting both her and the message of the song. 

Cunningham also directed the video for Aphex Twins called 'Window Licker'. With his music generally being categorised under the electro/house genre Cunningham again created a diverse music video which was narrative based before the song creating a story like effect. Typically within the electro/house genre a party scene is particularly favoured promoting the music and base within the song. However subverting this stereotype Cunningham creates a video which would be better suited to the rap genre as it features girls and a lavish lifestyle, indicated by the limo, designed to be desired by the viewers and typical to rap music videos.
This links with the familiar and stereotypical narrative that there is a chase for girls yet the girls go with the richer guy. As Godwin's theory states a music video should aim to promote the artist and the song. Adapting this theory Cunningham uses effects to photoshop the head of the artist onto anothers body promoting the artist yet in an deceiving manner.

3. Introduction into Gondry
Michel Gondry is also a desired video director and is noted for his inventive visual style and manipulation of mise en scene. His work is repetitive often layering over screens to create a intricate look which looks to promote and feature solely the artist in question. Gondry has worked with many big names within the music industry including Kylie Minoque and White Stripes. 

For instance Gondry directed the video for the song 'Push the buttons' by the White Stripes who are a rock orientated band. Gondary abides to the stereotypes of rock band focusing solely on the artists performance and the instruments enhancing the music as opposed to demonstrating the lyrics. Due to this Gondary only slightly conforms to Godwins theory where close ups are needed to promote the artist, as although some are used the video uses the artist as scenery as opposed to the most important often demonstrated by being centre screen. 
As White Stripes is a rock band Gondary has made the video appear  amateurish and low budget. This is shown through the mise-en-scene element of hair, make-up and clothing as with other music genres the image of the star is often heightened to make their lifestyle look lavish and desired The White Stripes are dressed in casual clothing appearing almost scruffy with a colour scheme of red and white which blends with both their instruments and setting making them appear as one. This is typical of a rock band and Gondary, through doing this and shooting the video in a low budget everyday setting makes The White Stripes appear grounded, accessible and relatable which would appeal to their laid back rock genre listeners. 

As well as this Michael also was director on the video 'Come into my world' by Kylie Minoque. Kylie is a predominately pop based artist and Gondry worked with this aspect creating a stereotypical music video appealing to her vast accumulated fan base. Unlike typical pop videos Kylie is dressed in a casual attire and in some scenes is deliberately made to blend in with the multiple members within the background and narrative. This is foreshadowed by her everyday acts such a dry-cleaning to show she is down to earth and normal, which would make her seem relatable and increasing her relationship with her fans. 
This is also achieve through Gondary using lots of close ups and zooms onto Kylie's face which Godwin states is crucial when trying to connect to fans. Also, as stated in Godwin's theory, Kylie connects to her lyrics and visuals as she continuously walks around the same scene duplicating herself as she repeats 'come into my world'. This matches the visuals as through maintaining in the same circle throughout appears to be a metaphor for her life going round and round. 
The duplication of people could be suggesting that theres always room for more people within her world whilst the monotonous feel of the video suggests she's just repeating her life as normal waiting for someone to come into her world and change it. As well as this, just as Godwin's theory states the music and video also match. This is as the video continues with the same clip over and over reflecting the repetitive lyrics of the song. This in turn simplifies the song matching it easier to learn and therefore more catchy. 

4. Conclusion
To conclude upon consider the music industry which is very competitive I would understand why an artist would choose to create a diverse music video. There can be many benefits of creating a different type of music video as... For instance the video may appeal to a new target audience exposing them to more viewers which would expand the promotion of the artist. As well as this through viewing the video certain members of the audience could and  creating a positive buzz surrounding the artist. It also enables the artist to reinvent themselves and expose they're more diverse musical abilities keeping their music and image fresh and appealing as opposed to dated. As well as this the videos, such as what Gondary and Cunningham create, allow the audience to appeal to artist on an intellectual level as through creating a unclear concept allows the audience to interpret the video differently personalising the message of the video and creating a relationship with the artist and possible emotional connection with the song heightening its popularity.