Research: Categories and intertexuality of music videos

Intersexuality is when media texts reference another media text, this can either be reflected in the style of the video or done in a humorous way (like a parody) or even gimmicking an artist, referring to a film or even making references to someone political. Moreover, It can help the audience to develop further levels of meaning away from a text. Intersexuality in music videos can boost the artist's and the single as publicity and interest in the music video would increase when relevant intersexual references 

Research: Gondry and Cunningham's diverse music videos

Diverse music videos are from a different genre of music, as they do not appeal to mainstream conventions of music video making. Moreover, they also don’t tend to follow Goodwin’s theory of music videos as they appeal to a niche audience, which generally do not follow the eight characteristics. The videos are used to express the artist and directors creative and unique ideas. Finally the videos are often concept based therefore they show no relationship with the lyrics.

    Advantages of diversity within music videos:

•Memorable videos that are individual

• Gives the artist an intellectual sense

•Artist can have a niche audience

•Abstract comes to life

Disadvantages of diversity within music videos:

•Limited target audience

•No relationship built with artist to audience

•Some of the audience may find certain videos too bizarre and lose fans

Chris Cunningham is a British music video director and video artist. He was born in Reading, Berkshire in 1970. Chris Cunningham often works with the same types of artists and his work is very recognizable as he uses the same style throughout.

He generally works with the same style, breaking the common forms and conventions of nearly all of the music videos produced today. Using ‘disturbing’ images and content, which has never been shown in this way before. However, it can turn some viewers away

Cunningham has primarily directed music videos for ambient music and electronica arts such as Autechre and Aphex twins. 

Other artists:

• Bjork - All Is Full Of Love (won multiple awards including MTV music video awards for 'Breakthrough Video' & nominated for a Grammy for 'Best Short Film Music Video

• Aphex Twins - Come To Daddy, Flex and Window Licker which won 'Best Video' at the BRIT Awards 2000. 

• Madonna - Frozen (international hit and won award for Best Special Effects at 1998 MTV awards 

The music video ‘Come to daddy’ By the Aphex twins displayed an extremely weird, horrid and controversial image as the characters were disturbing to view and even turned some viewers away.