Diversity of Music Video's

Diversity of Music Video's

Using examples from famous artists, such as Madonna and Alphex Twin, I will explain what is meant by the diversity of music video's.

'Frozen' by Madonna is very slow and unconventional to the style of music she creates. The typical stereotype known for Madona is happy, fun and joyous, making her image appeal to a large target audience. In contrast to this, 'Frozen' has an opposite effect on the audience as it is more sad, lonely, gothic and uses large amounts of dark colours. The video also shows a large amount of emotion portrayed through close-ups of the artist. Madonna is holding a black handkerchief in her hand matching her clothing. She is dressed as though she is in mourning of death. The video is completely performance based, not linking to Andrew Goodwins theory, showing Madonna isolated in an empty wasteland. As this is unlike any other video's of hers it is likely that the artist has tried something different in hope of gaining a wider target audience, aiming for people with tastes in other genre's to show that she is diverse and versatile.

The next video which is an example of a diverse music video is Aphex Twin's 'Window Licker'. This video is extremely unconventional to the genre he is in. The music video is solely concent based and like Madonna's 'Frozen' could be another attempt to widen her target audience. Because this video is something nobody the audience that watches would expect, it makes the artist unique to any other artist in the same genre category. Whether the video is liked or disliked, it probably has caused controversy with his fanbase and maybe people from the genre he has tried to reach for being something he is not. The clothes worn and the cars shown in the video, show how the artist is trying to be something seen in a hip hop/r'n'b category. The first four minutes of the video includes swearing and a lot of sexist talk about women, a stereotype not seen is his usual genre. It has been made quite difficult for the audience to build a relationship with the artist Aphex Twin as he doesn't appear in the video. The video, like 'Frozen' doesnt conform to Goodwins Theory because it is solely concept based instead of having a bit of all three.

There are positives and negatives about an artist having a diverse music video. The positives show the creative side to the artist and how the artist can be diverse and versatile. It can also represent a deeper side to the artist, something possibly not shown through the media.
A big negative point would be that the artists consistant fans may not be overwhelmingly impressed with the drastic change as they like the artist the way they are. Which brings controversy although that may be what the artist wants. Famous artists such as Madonna have the power to manipulate the industry and maybe make a divrese music video, therefore with the power she has in the industry, one bad/diverse song won't break her career. By creating a diverse video that isn't liked by the audience they are aiming at can be detrimental to the artists reputution and damage their career.
Diversity brings large amount of publicity to not only the artist but the record label and the genre of music the artist is currently in. More publicity whether good or bad will make the audience want to listen to what all the controversy is about and also results in more advertising and fame.

Both music video's were directed by Chris Cunningham which shows that his idea's are unconventional in all types of the word. He seems to focus on the outrageous and not care about what the stereotypes of the artist's genre there are but to make up his own. Chris Cunningham is best known for his work in 'Window Licker' as the visuals are over 10 minutes long and he was nominated for a Grammy for the Best Short Film Music Video.

Overall I think I understand the message the artist wants to bring that they are able to be something other than the image created, star theory by Richard Dyer, however neither of these videos personally appeal to me and I think maybe they stretched a bit too far out to create something that wasn't necessary. Both artists are very talented but the visuals of the videos were strange and not something an audience is used to seeing from these artists. After watching these video's I don't think I will be making my music video to the song 'I Won't Give Up' very diverse.

Planning Artists Image

Planning Artists Image

The costume to be worn by our artist has to represent the genre we are aiming for our target audience. Therefore has to wear clothing that applies to this genre. Clothes to be typically seen on an artist in the alternative pop genre would be a pair of vans, chino trousers, a shirt possibly with a coat and raybans. Clothes that will be worn won't be bright or in your face, just simple to connote the originality of the artist.

Our artist will wear a red jumper. The colour red has connotations of love, hate and anger. These are all emotions that the artist could possibly be feeling. The colour red will leave the audience to decide how they think the artist is feeling. The jumper will be worn over a plain t-shirt. The artist will be wearing skinny jeans or chino's because this tight type of trousers originated from the alternative genre then became more populated.

Like the red jumper, by wearing red vans it has connotations of love, hate and anger. Again vans is an item of clothing that first originated from the alternative genre and become popular however both items first come from the alternative genre therefore still applies.
In some shots as a group we may allow the artist to wear kharki or light green blazers. The colour green has connotations with nature and that is where the artist will be spending most of his time outside, with shots of him thinking, and reminiscing.

Risk Assessment

Risk Assessment

A risk assessment will assist my group and I when we are filming as a guidline to make sure that we are sticking to the rules throughout the time that we are filming. 

Film Schedule

Subculture

Subculture Theory

A subculture is a group of people brought together by a shared interest and become a group evolving from mainstream.

The three main theories about subculture are from the CCCS (The centre for contemporary culture studies), Grant McCracken and the Hebdige theory.

The CCCS theory is when subcultures emerge from a reaction rebelling against mainstream. As a group they would have disagreed with the idea of the mainstream therefore creating an alternative culture by seperating themselves from the norm.

Grant McCracken believes that there is no mainstream and that the worlds culture is dynamic and diverse in creativity with various ideologies and values. 

Richard Dyer's believes a star's image is 'constructed' which therefore leads to the star not being a real person. Although the theory is based on film stars, we can adapt it to music too. Star's also rely on objects like CD's, advertisements, concerts and appearances. 

Dyer believes that the star image is based on two main paradoxes. The first is that the star must be both ordinary, allowing the audience to relate to them as a person as well as a star, and extraordinary with their given talent. The second is being simultaneously present in the public eye however also absent, so that when the artist is away making an album or taking time off, it is a big deal when they come back. 

The artist I have chosen is Jason Mraz. Mraz falls under the alternative pop genre, which conforms to the CCCS theory as it rebels from the mainstream. The code and conventions of this artist match with the alternative pop genre which is very unlike the mainstream. This shows how a culture has been created through like-minded people disagreeing with ideologies of the norm.

Shooting Plan

It is important to have a shooting plan to give us a guideline to stick to when filming. This allows us to have continuity as we won't have to keep stop and starting filming to decide what the next best shot will be.