Research:Diversity in Music Videos.

Diversity in music videos mainly appeal to a niche audience. They challenge the human emotions quite a lot by plying with concept based themes. This can work very well or it can cause a huge loss in money and time. This is the main feature about diverse music videos- they are very unpredictable. Chris Cunningham is a very well know director of these kinds of music videos as he has worked with some very famous artists such as Madonna and Bjork. His main aim is to make sure all his videos are completely outlandish and step away from his comfort zone to create something spectacular. He also plays around with peoples disfigurements and deformities for effect. Many people find his work quite disgusting and uncomfortable to watch. The common themes throughout his music videos are that they are very concept and usually don't make any sense. The star image tends to be minimal and they are very risky. Michael Gondry is more subtle with his ideas to do with diversity. He has worked with Radiohead, The Rolling Stones, The White Stripes, Daft Punk and Kylie Minogue. These videos also tend to lack in narrative, but they are much easier on the eye. Even though they don't make much sense and they leave the audience confused, they still are much more bearable for an audience to watch. A good example of this would be Daft Punks "All Around The World". The only characters are the dancers dressed in costumes such as robots and mummies. There is no clear narrative and it is just the dancers performing throughout. There is no star image in this video because Daft Punk are not actually seen in the video, so the audience cannot identify or have a relationship with them. The advantages of having a diverse music video can include: -Allows artists to reinvent themselves if they have taken a break from the music industry and want to re-enter with a bang. -Strangeness gets people talking. Whether it's good or bad, people will still be talking about the video, giving that and the artist more publicity and more people will hear about it and be likely to watch it. -People will remember it for longer. Even if they were repulsed by the video, they are very likely to remember it because of it unique qualities. -Money success -Individuality. It will be less likely for another artist to have a video that is similar to theirs. There are, however, some disadvantages to having a diverse music video: -Artists may not get the platform that they want as it is more likely to get censored, so less people will see the video for what it was supposed to be. -It will cost a lot of money in the editing process, so it will be harder to break even in terms of how much the artist spent on making it. -There's a chance that the content could upset audiences. This is because some of these videos can be considered as quite creepy. -There is no guarantee that the audience will enjoy the video. It's always a risk. -More likely to get bad reviews by critics because it isn't following the traditional themes of a stereotypical music video. -More chance of it giving the artist a bad reputation and they may not be as successful as they perhaps once were. -The video could be banned altogether if it's not perceived as appropriate. -The target audience could be limited, because a mainstream audience wouldn't really like this kind of material.