Diversity of Music Videos

I have anaylsised the diversity within music videos of which i will discuss and explain what diversity is in music videos and I will state whether we can use this as an effect in our music videos to make it affective for the target audience when viewing the music video 'I Won't Give Up'.



The music video Frozen from 'Madonna' which is a very slow and unconvential video visuals compared to her normal conforms of happiness and excited sterotype of the hip-hop/Pop music genre of which she appeals in the music industry. The video doesn't have a large amount of happy moments and has a very emotional feeling to reinforce its unconvential sterotypes. This music video doesn't conforming to Andrew Goodwin's characteristics theory of a music video, with the visuals being of fully performance based as the artist singing and swaying through-out the music video with the key representations of the visuals suggesting loneliness, scary and isolated which appeals to a wider range of the target audience to attract more viewers to the artist. The representation of the image she is representing is of a gothic style clothes with a dark handkerchief suggests death or evil. THis is because the gothic characteristics of black hair and clothes which is of the format to imply that she wants to attract a new target audience by implying depressing and dark emotions to the viewer.

Additionally, the second music video is Window Licker by Aphex Twin is very uncoventional to the genre of which the artist is not present through-out the video. This means that it is hard to build up a representation of them but the video again goes against the Goodwin's Theory. The music video is mainly concept based with the visuals being based on the society. This suggests that similiar to Madonna's visuals it is very strange and unconvential to the genre's sterotype which makes their material unique compared to other artists in their music genre. However, this could lead to them gaining attentions and attempt to attract new target audiences which would mean that this could create product differentiation in order to make their work diverse in the market. This music video suggests the music video representation of the artist due to the style of language they use with strong abusive narrative through-out the first 4 minutes. Additionally, the clothes and car mean that they are trying to be see as gangsters in a poverty area of America which means which implies that the visuals could be wealth or women due to the stereotype of that area.

Diversity can mean that an artist uses new ideas which is completely different to other works of the same artist but also other compeititors in the market, this can gain attention and result in more customers to stand out which could gain free publicity from the media abd result in high levels of fame and advertising. On the other hand, if creating a music video with diversity can cause negative effects of confusing and frsutrating the audience, which could mean that it isnt enjoyable to watch and becomes boring. This suggests that it could damage the representation of the artist and loose audience for the artist due to it being boring and pointless. Also, the audience may not be able to build a relationship with the artist and only have a small audience which could be a waste of money and time.



The two music videos analyzed are both unconventional music videos directed by Chris Cunningham which suggests that he uses very different techniques to appeal to the target audience with using the typical genre characteristics for the type of song but not to the artist. This builds a new target audience for the artist to appeal to the songs which will potential increase sales for the album and artist in general in the music industry. The director is best known for 'Window licker' which he has been nominated for a Grammy for best Short Form Music Video due to the visuals being 10 minutes and 40 seconds long. Also, he became an international hit and won the MYV Music Video Award for Best Special Effects in 1998 to show his success as a controversial music artist.



All of this considered, I have decided that making a diverse music video isn't successful due to them lacking exciting moments and not appeal to the target audience of the music video because they will dislike it and wont want to watch the video again and have high sales revenue. This means that our music video will be convential to the alternative music genre due to it appealing to the large mass target audience for the genre and creat a successful visual effect to build a relationship with the audience.