Alternative Music videos

Chris Cunningham goes against what the CCCS says this is because he has created a music video that has its own genre and style. This goes against what the CCCS says because they believe that anything that isn’t the mainstream is a sub culture rebelling against the mainstream. Cunningham’s work is very original because it doesn’t follow mainstream music video ideas. For example one of his really original music videos “all is full of love” was made for Bjork and was very different and unique idea and nothing like any mainstream music video.

Gondry’s video goes against CCCS as well and his video with Daft Punk is so unique it brings a different subculture. Gondry’s made the video based on the different instruments used in the song. He done this by having steps going up and down the stage and 4 groups of actors each representing a different instrument, each of the actor goes up or down the stairs depending on the beat. This is what makes his work so original and so different to the mainstream.

Hebdige believed in little cultures instead of mainstream and subcultures and this relates to Cunningham’s work because I believe his ideas are from within his little culture and not something that is rebelling against the mainstream. Also as people get older their taste in music develops and becomes different. This relates to McCrackens theory of people becoming apart of a different culture. However I believe that Cunningham’s work made the mainstream artist become a part of another cultures and blend the music culture and his video culture to make one final subculture.

Gondry is like Cunningham in the sense that they both create there on little culture or sub-culture according to the CCCS. Daft Punk audience varies from all ages and this is because they make Popular music which listen to by all people of all ages. By working with Daft Punk, Gondry mixed his little culture with Daft Punk’s mainstream culture and made something new.

Cunningham’s work doesn’t follow the dyers theory on the paradoxes and I believe this is because his videos are so original that they don’t go with theories on mainstream videos. For example in Bjorks video there is robots instead of the artist so already the theory doesn’t work.  The same goes for Goodwin’s theory, the video is so unique its almost as if it has its own narrative which doesn’t relate to the lyrics at points.

I’m going to create mainstream video and this is because I still have much to learn about making music videos. Also when making an alternative music video I would have to consider a budget and also maybe need better equipment and a professional crews help to bring my ideas to real life.