Diversity In Music Videos

In this post i will be talking about diverse music videos. Diversity in music video means they are usually different and  they do not conform to conventions of their genre and what we expect to see in a typical music video, for example Lady Gaga making a music video that is not conventional to the pop genre and different to what we are used to seeing in music videos. Michael Gondry and Chris Cunningham are both directors that produce diverse music videos. The reason for making these types of music videos is to mainly make them stand out as it intrigues audiences as its something different and fresh. As the music video is different to most of the others in a certain genre for example then their video will be remembered more easily, and it might make the audiences want to watch it more than once as its interesting. I will analyze a diverse music videos and talk about their characteristics and how they are diverse to typical music videos.

Madonna - Frozen

This video from Madonna is a diverse music video. The video consists of Madonna singing and performing a sort of ritual dance in a desert landscape. The whole video is shot in this desert landscape and does not change, this is for one different to stereotypical music videos as they would have many locations in the video. By keeping it in the desert it holds a type of isolating presence, which puts the viewer in a certain mood, also there is a dark blue tint on the video which makes it dull and drains the colour, and this can also add to the type of dark depressing theme, and this is another difference to conventional videos as they would usually be happy and bright.

Witchcraft connotations, the tattoos and costume/dark blue tint.

Goodwins theory is not evident in this video, which makes it unique as his theory does not exist for this video, making expectations for this video to become reversed, as its not a stereotypical music video. However you could say that there is a little relation to the lyrics and the visuals, as 'Frozen' is said in the video and is the title, and the visuals are blue and dark, connoting an icy theme. The structure of the video is similar throughout, shots of Madonna floating and performing is consistent throughout, while there are little differences in shots when she turns into animals, like crows and a black dog. Madonna is represented as cold in this video, she has a neutral representation as she is not doing anything bad in it, however her actions and symbolism, like the tattoo's on her hand and costume can arouse stereotypes of witchcraft, which some people can find negative and it is not usually seen in music videos, making it different. She also morphs into animals in the video, like birds, connotes that she could be free, either way, the video, Madonnas representation  costume and actions make this video unique and it breaks apart from the stereotypes of music videos, making it diverse.

Summary

Diverse music videos are music videos that do not conform to the stereotypes of conventional music videos, so they are diverse and unique. By being diverse, the music video stands out as it is original and different, therefore people would be more interested and attracted to it as its different, and it will be remembered better, as it is unique, so if someone wants to watch it again, they know what song it is, therefore giving the artist more money by viewing their video, which can be on YouTube. We decided to not make a diverse music video in the sense that it wont be conventional, we want to make ours conventional as it will be recognized as a dance music video so it will be effective.