Alternative Music Videos: Cunningham & Gondry

Music video directors have a massive role to play when producing music videos, however, they hold a bigger role than this when it comes to dramatizing the music video and making it artistic. Alternative music videos which are produced usually have a different concept to it; they tend to have a different reaction to it as well from the audience. Alternative videos are completely different to mainstream videos which are made. Usually alternative music videos include the director’s personal life in it; which makes it more exclusive and unique.

Chris Cunningham is a British director who is also an artist. Cunningham’s music videos have a different interpretation to it than the lyrics. His music video is seen as strange but unique; the music video which is made is mainly a concept based video. An example of Cunningham's work which could be interpreted is in Bjork “all is full of love”. The music video goes against all the theories put in place, except one aspect which is included in the Andrew Goodwin theory; this is that it is a disjuncture. Other than that the music video goes against all theories. All subcultures can originate in many different groups whether this is big or small, having a different taste and the genre of something. In this music video the song is a concept video which may not be to everyone's taste, therefore, there is a division.

Cunningham’s music produced is something different as he uses robot form to interpret the lyrics of the music; without including actual human figures like mainstream videos, using technology to influence his work. The whole video is a concept based video as it is something different which is adapted to the music video. The video is interpreted in an art form which expresses different feelings but in the perspective of a technical robot, unlike mainstream music videos which is implemented to create a bond between the artist and the audience. His video is based upon his childhood which is reflected in the music video for his love for robots, as he states that his inspiration came from the love of robots and machinery when he was young.

Gondry’s and Cunningham's work of art does not come from mainstream videos, but from their own ideas which produced their music video. Their music video is seen as something unique and new to the current market. Gondry and Cunningham's music video reflects Hebdige theory, as both directors took on a different role on producing their music video. They produced the video which may not suit to everyone's taste; but making something unique and attention grabbing for the audience.

Michael Gondry produced a music video called “around the world” by daft punk, the music video is animated throughout. He is known for using his initiative performance and adapting this to his work to create a concept based music video. Michael uses a variety of different props, costume and choreography to make his video eye catching and creating the right visual effect for his audience. Although the music video does not identify the genre of the music whether it is pop or rock, the use of mise-en-scene is used in a unique way getting the audience thinking of what the whole music video is about. McCracken’s' stated that “people change with age and become part of different cultures”. I believe this is well described as nowadays we grow up and form different friendships and interests which influence us by the different music we listen to and by what music videos we watch which has a great impact on us.

Richard dyer’s theory about star image talks about how the music industry uses icons and celebrities to increase their sales in their institutions. Dyer says that “A star is an image, not a real person, which is produced through a variety of materials”. This reflects with the alternative music videos which were created by Gondry and Cunningham, although it's risky for directors and artists to take this opportunity of producing a concept based alternative music video. By getting the audience’s attention and being able to connect with them can be difficult as it is a different format of music video, which is not seen as mainstream and possibly may not suit the taste of the audience. By taking a risk like this can result in losing audiences due to the style of music video used. Both music videos were popular when the music video was produced and was well known due to the concept used.