Michel Gondry and Chris Cunningham are renowned music video directors known for their unconventional styles. Gondry is noted for collaborating with artists like Björk and Daft Punk, creating surreal videos that complement the artists' eccentric styles. Cunningham is influential in music videos for Aphex Twin and Madonna for using special effects. While their unique visions appeal to sophisticated audiences, their niche styles have a limited target audience and may not help artists connect with mainstream fans expecting more conventional content.

2. Comment on the following:
1. Representation
2. Structure (Performance, narrative, concept music video)
3. Form (Use of media language)

3. Authors
Gondry and Cunningham
L.O.: To recognise authorship and diversity of music videos and
discuss the implications they may pose to an artist’s
promotion and audience reaction.

4. • Concepts and Narratives
• Genre
• Target audience
• Audience gratifications
• Use of audio-visual media language
• Goodwin’s theory?
• Media institutions/Distribution

5. 1. Why did she work with Cunningham?
2. What does she suggest the music video
is about?
3. What are some of Cunningham’s
influences?
4. Was Cunningham concerned about the
music video?Why?

6. • Björk's "All Is Full of Love" won multiple awards,
including an MTV music video award for
BreakthroughVideo and was nominated for a
Grammy for Best Short Form MusicVideo.
• First ever music video to win a Gold Pencil at the
D&AD Awards.
• His video for AphexTwin's "Windowlicker" was
nominated for the "BestVideo" award at the Brit
Awards 2000.
• Madonna's "Frozen" video became an
international hit and won the award for Best
Special Effects at the 1998 MTV MusicVideo
Awards.

7. • Characters
• Narrative
• Target audience
• Audience
gratifications
• Genre
• Mise en scene
• Goodwin’s theory?
• Media institutions
• Distribution

8. His extraordinary style captured the attention
of several music artists including Bjork.
Collaborated on the video for the song “Human
Behavior”.
Aired in 1993 and stunned millions of viewers.
The outlandish images complemented the
artist’s eccentric style, and this resulted to a
long-term, professional relationship between
Bjork and Gondry.
The collaboration with Bjork was a huge
success, and Gondry directed seven of her
music videos. This visionary director has also
sparked an interest in many rock bands and
solo artists.
Gondry also worked with famous artists and
bands such as Kylie Minogue, Daft Punk,The
Vines, Radiohead, Beck,The Chemical
Brothers, Gary Jules, Rolling Stones, andThe
White Stripes.

9.  Memorable videos that are original,
unconventional, ground breaking.
 Give the artist an intellectual sense by
appealing to a more sophisticated, cultivated,
niche audience.

10.  Limited target audience/Niche
 No relationship built with artist to a
mainstream audience with conventional tastes
(Some of the audience may find certain videos
too bizarre and lose audience reach)

11.  Introduction: What is authorship in music videos and how does this reflect in more
diverse music videos? Niche audience, concept based, what types of genres usually go
for this?
 Cunningham: include three videos he has created, brief analysis. His credentials in the
music industry. Conventions of his work. Opinion of his work.
 Gondry: include three videos he has created, brief analysis. His credentials in the music
industry. Conventions of his work. Opinion of his work.
 Advantages and disadvantages: of diverse music videos on the industry and audience
 Discuss: Diverse music videos should stay away from mainstream music culture. What
is your opinion on this and state why.
 Conclude – what have you learnt and ideas forming? Will you make or include features
of diverse videos? Yes, no – why.