Diversity - Miss Miller

Diversity

A diverse unique music video is a video which includes questionable portrayals of the artist. This may be as the video may include strange and different representations of the artist which their target audience may not be used to seeing, therefore subverting the genre of music the artist belongs to. Diverse artists may be characterised if they sing/rap about unsocial topics such as drugs, murder and a criminal lifestyle. Also diverse artists can be seen to be very openly sexual such as Miley Cyrus who flaunts her body when she performs and Rihanna whos music videos are often very sexual. This can be seen as diverse as parents wouldn't want their children seeing these artists as role models as it gives them the wrong message.

Chris Cunningham is a music video director who creates diverse music videos. Cunningham has primarily directed music videos for ambient music and electronica acts such as Autechre and Aphex Twin. Cunningham has also been involved in art installations and directed short movies and has also been involved in music video production and designed album artwork for a variety of artists such as Aphex Twin, The Weeknd and Daft Punk. A specific video that Cunningham directed for Aphex Twin - come to daddy shows how he subverts the artist against their usual genre of music, for example Aphex twin have a weird narrative in the video which is unconventional to the genre house/electro as a conventional video would include strobe lighting and usually in a club setting. Cunningham also works with mainstream artists and portrays them in a different light such as Madonna. In her music video Frozen - directed by Cunningham - she is seen to divert away from her genre of Pop music and show herself in more of a dark, gothic way. This is shown by the mes-en-scene as she is seen with dark hair, clothing and make-up which subverts the pop genre as usually pop artists are seen to be wearing brightly coloured clothing. This shows that Cunningham's audience would mainly be diverse people who enjoy strange/interesting concept videos as all of the videos Cunningham has directed have been diverse and unusual.

Michel Gondry is a music video director who also directs diverse music videos for artists. Gondry has also been in the line of work as film directing, screen writing and a film producer. Gondry has directed music videos for artists such as The white stripes, the rolling stones, radiohead, foo fighters and daft punk. This shows that Gondry works with different types of artists from different genres. Gondry creates diverse music videos which either subvert or agree with the stereotype or representation of a certain genre for example the white stripes - the hardest button to button music video is a stereotypical laid back rock video. 

This is shown through the use of Goodwin's theory as its a performance video where the lyrics match the visuals which makes the video more engaging for the audience as they can see the artist performing to the camera, this makes the video stereotypically rock as most rock artists are mostly interested in the music aspect of being an artist therefore the music is the main part of the video for them. The video portrays the artists to be  scruffy, laid back, cool and relateable as they are seen to be in everyday places such as a train station and along streets. This makes the artist more accessible to the audience as they are seen t be in places where their audience would be on a daily basis. But on the other hand artists such as Kylie Monoguie subverts her music genre of pop in her music video 'come into my world'. This is shown by the mise en scene as pop videos are usually filmed in a glamorous location whereas this video is filmed on an everyday street, this makes the artist more relateable to the audience therefore engaging them in the music video making it more interesting. The video also subverts the pop culture as the video includes aspects of Goodwins theory where lyrics and visuals match and they are both repetitive this connotes the way the video is relaxed but is also a performance to the audience. This goes against the pop culture as usually in pop videos the artist will be performing to the camera whilst doing a dance sequence with a group of back    
 up dancers, where as in this video the artist is seen on her own in ordinary clothes. This therefore subverts the pop culture as the artist is seen to be relateable to the audience. This shows that Gondry has a wide audience for his videos as its people who listen to a wide range of music genres.




Cunningham and Gondry both have similar directing styles as they like to subvert artists away from their normal genre and reflect them in a different light to their audiences. They both direct some strange/disturbing videos which appeal to a very specific audience; they may do this to make themselves different from other directors. On the other hand i think Cunningham creates more creepy/psychological videos where as Gondry creates videos which have a concept but the concept is portrayed within the video in a smart way.