RESEARCH: Alternative music videos - Cunningham and Gondry

Chris Cunningham:

Chris Cunningham is a British video artist. He has directed music videos for ambient music and electronica acts. Cunningham began doing music production work in the 2000s as well as designing album artwork for many musicians.

Madonna's 'Frozen' : 

Bjork - All is Full of Love

In the video for 'All is Full of Love', the visuals show a robot who also appears to be singing the lyrics. This portrayal creates an unusual atmosphere which fits the genre of the music well. Cunningham captures emotion in a non mainstream way, which makes the video different. 

His work appears to be unusual and fully concept based. 

Micheal Gondry: 

Micheal Gondry's work is concept based. He is a French film director, screenwriter and producer who is known for his imaginative visual style and use of miss-en-scene. Gondry created Daft-Punk's music video 'Around the World' in which he portrayed an innovative performance to create the concept based video.

The video uses a range of props, costume and an impressive choreography to form the visually striking effects. In the video the artists identity is not fully shown due to their costume, however, the artists themselves usually perform in the costumes as seen in the video; a part of their "look". This is similar to how artist 'Sia' almost ever shows her face and keeps her hair platinum blond, short and with a fringe.

She created multiple video's where she does not appear in the video, instead there is a young girl who has the same hair and contemporary dances. This image automatically attracts the audience and 'Sia' is easily recognised, just like 'Daft Punk'.