Diversity in Music Videos - Miss Miller

A music video is diverse and unique if it breaks the conventions and boundaries of a typical music video in it's genre. For example a stereotypical pop music video would feature exotic locations and revealing clothing so if a pop music video was diverse it may feature simplistic clothing in an urban area.  I believe the main reason an artist would choose to create a  diverse music video is to make themselves stand out and promote their song.The purpose of a diverse music video is to challenge the conventions of a genre in order to promote all the music video, the artist and the directer etc.

The artist stepping put of the limo

Chris Cunningham is a British music video artist who creates diverse and sometimes controversial music videos. Cunningham usually works with ambient and electronica music artists such as Autechre and Ahpex Twin. The videos are usually longer than the average music video (2-3 minutes) as they can be as long as 10 minutes with a detailed narrative. An example of this is Window Licker by Aphex Twin. The representation of the artist is conventional as he is represented in a positive light. He is represented as wealthy and flashy as he is introduced to the narrative in a limousine wearing expensive clothes and jewellery. He is also portrayed as attractive and appealing women as he appears charming, flirty and promiscuous. This is shown by him impressing them and then them liking him in return and getting into his car. There are two woman interested in one male which shows him as promiscuous. However, he is negatively represented as vain as his face appears on other characters in the video.

The narrative at the start of the video is unconventional as generic music videos tend to only last a few minutes and get straight into the song while this video lasts for 10 minutes and the music doesn't start until about 4 minutes into the video. The video takes place in an urban area which is unconventional as generic music videos are often filled in exotic or expensive locations in order to portrays an expensive and luxurious lifestyle. Contrastingly though there are some conventional aspects of this music video. The explicit language used by the two male characters at the beginning is typical of genres such as rap and hip-hop.

The two male characters in the urban setting

There are male and female characters with the theme of love interests  which is also conventional to most genres. A relationship or love interest is a common theme in most music videos as most of the audience will be able to relate and therefore engage with the narrative as well as identifying with the artist and feeling as though they are alike in some way. This allows them to build a relationship with them. Dancing is conventional to most music genres and a routine is seen being performed by the artist as he exits his limousine which portrays him as energetic and fun. This will interest the audience as it is easier to engage with an artists performance if it is upbeat and entertaining.

Theme of love interests

 There is voyeuristic treatment of the female body which supports Goodwin's music video theory. The woman wear revealing clothing and are seen as desirable to the three male characters. This will make the females seem attractive to male viewers and may make female viewers jealous. Either way the audience will be interested in the female characters and continue watching the music video. Also there is a relationship between the music and visuals as the artist moves the umbrella in time with the beat of the song. This will direct the audiences attention onto the beat and make them pay attention to and enjoy the actual music after engaging in the narrative. However, there was no lyrics to match the visuals in this song which is uncommon and unconventional as well as not supporting the theory.

The notion of looking into a 'private' intimate scene in the limosuine 

The artists face on two female characters

First close up image

The demands of record labels often include the need for lots of close-ups of the artist and the artist often develops motifs. In this video, the first shot of the artist is a close up when he rolls down the window of his car to see the women. He has also developed motifs which reoccur across his work such as his logo being seen on the umbrella and the pasting of his face onto other characters which is often seen in his work. This introduces the artist early on to the audience so they have the entire music video to understand what he is like. Also these techniques both promote the artist by giving him his own visual style that can advertise him as a brand and help him to build a relationship with the audience.








The video is primarily narrative based as it tells the story of two men trying to flirt with two girls and then being turned down before the artist successfully flirts with them and they join him for the rest of the video as he drives around in his expensive car.  The style of the video is also performance and concept based as the artist is seen performing by dancing which portrays him as talented. Also the concept is that women are gold diggers as they are only interested in money as they were impressed by the materialistic aspects that came with the artist and not impressed by the other men as they did not seem to be wealthy or own any materialistic items.

Dance scene of the artist

 Overall the music video is diverse and unconventional as it is quite unusual for example the women having the artists face. This is not seen in other artists work and therefore makes the artist stand out and be memorable. Aphex Twins audience would be mostly made up of younger viewers as they are most likely to tell their friends about it and share it on social media as it is the type of music video that would shock them and therefore make them want to share it with their friends. The song is not a popular chart song and therefore would not be often broadcasted on television so would be mostly accessed by the internet which supports my suggestion that Aphex Twin has a younger audience.

TV representing the media

Another music video by the same artist that is directed by Chris Cunningham is called 'Come To Daddy'. This is also narrative based, performance based and concept based. The narrative tells a story of young rebellious children running around and causing trouble and frightening others such as an elderly woman walking her dog and a man in his van. The performance part of the song is seen when the artist appears on the television screen singing and chanting '"come to daddy" and "I will eat your soul". It is the television turning on and the artist beginning to sing that causes the children to run around and be rebellious. Therefore this suggests that the concept is that children are easily influenced by media and would do anything it says.


In this music video the artist is represented as as controlling and dominant as he is controlling the children's actions. This suggests he is powerful and as he is a metaphor for media, this reinforces the idea that media is controlling and has a hold over the younger generation. Furthermore, the artist is portrayed as being rebellious and having a childlike nature as at some points in the music video, his face is layered on top of that of the children's. This suggests that he is young at heart. The final representation of the artist that I am going to analyse is the image of him being creepy and strange due to him being twisted and altered on the television screen. This highlights how he is diverse and of eccentric nature because he is not ordinary or mainstream like most other artists.

Children with the artists face

Flashing distorted image of the artist

This music video is both conventional and unconventional in terms of the music genre of electronic and techno. Flashing and flickering images are used throughout the music video which creates a lively atmosphere as it makes the music video appear chaotic. This is conventional to the genre because the lively atmosphere matches the upbeat music. Furthermore, the upbeat high tempo and faced paced narrative is also conventional. The narrative is faced paced because the shots are very shot and straight after one another. The shots include children running around manically. Similarly, this adds to the chaotic atmosphere which again works well with the music. An old woman is the first character seen in this music video which is unconventional because music videos (especially high tempo energetic ones) tend to include youthful enthusiastic characters to encourage the audience to be energetic and upbeat so they will enjoy the music the most.

Artists logo

The way in which Aphex Twin promotes himself is consistent throughout most of his music videos.  Like in 'Window Licker', the artist has developed motifs to advertise himself to the audience. The artists logo is seen in both music videos and they reoccur throughout the music videos. The artists face is again edited onto the other characters in the music video. In this video, his face replaces the faces of the kids as they run around rebelliously. This represents how media (which is what the artist is representative of) is controlling them and shaping them as a generation - controlling the way they think and act.


The lyrics match the visuals in this music video. An example of this is when the artist sings "come to daddy" and "I will eat your soul" and the children run towards him on the television. This reinforces the idea that the children are being controlled negatively by the media as they are running towards something that is destroying you in the same way that impressionable children or teenagers may copy what they see on television which may have a negative impact on them. There is intertextual reference to the media as a whole through the use of the television and its representation of the influence of media.

Children approaching the TV

Silence

Chaotic music

There are also links between the visuals and music The start of the music video is silent for over a minute before the chaotic music begins. The music starts to play at the same time a distorted image of the artist appears. This creates an energetic and slightly creepy atmosphere. This will intrigue the audience as the image of the artist is strange and diverse. Contrastingly, the silence occurs when there is not much activity in the frames. The audience can see an old woman walking her dog around a desolate area perhaps an abandoned warehouse. This, paired with the frightened and curious facial expressions and body language of the elderly woman, create a feeling of suspense. The audience is watching and wondering what is going to happen. They want to know when the music will start and what will happen when it does.

The artists dark image

A more subtle piece of Cunninghams' work is 'Frozen' by Madonna. This is a music video in the pop genre yet it is unconventional and diverse compared to the typical pop music videos. The music video consists of a lot of performance as she is singing into the camera in a desolate location which makes her the main focus and keeps the video simple so there is no narrative. The concept of the song comes across through the performance due to the connotations made through artist image and the song lyrics. The meaning of the song is that love is dark and that the boy she fell in love with is coldhearted hence the name of the song being 'Frozen'. The artist image helps to convey the concept. This is done by madonna appearing dark and evil as well as coming across as possessed through her dark clothing and creepy mannerisms. This suggests that love can be possessive and some relationships can consume you. The location also helps to portray this as she is in a desolate lonely location with black crows flying around. The location may portray her loneliness and the crows represent death and so possible the end of the relationship.

Madonna covering her face

The artist is also represented as creative as she is expressing herself quite boldly through her diverse image and the use of animals. She changes into crows which represent the death and darkness of the relationship. She is further portrayed as dark through her costume which is entirely black. Black has negative connotations of death and depression which highlights the negative emotions the artist may have felt in the relationship sung about. Despite openly sharing dark and personal aspects of her life, the artist is still portrayed as mysterious as she often covers her face or looks down which means she is not always seen clearly and so parts of her personality are hidden from the audience. lastly, she is portrayed as possessed and with-like as editing techniques allow her to appear as though she is floating around in the air. This connotes that she is possessed by love.

The artist transforming into crows

Goodwin's theory is relevant to this music video as the music and visuals match. The music stops goes quiet for a moment and the artist falls back and transforms into crows on the beat when the music picks up again. This is done to put emphasise on the transformation and how the love has changed her into something dark that represents death. The lyrics and visuals also match. For example, the artist sings "Love is a bird, she needs to fly" and at the same time birds appear. This suggests that the artist did not feel free in the relationship and perhaps she felt trapped and confined in it ion contrast to a bird who is free to fly wherever. There are many close-ups of the artist performing to the camera to help her build a relationship with the audience as it makes them believe that she is singing directly to them.

The artist almost completely covered up

Unconventionally, there is no voyeuristic treatment of the female body which is common in most mainstream pop videos. However, in 'Frozen' the artist is almost entirely covered up as she wears a long dress down to the floor. The artists image is creepy and dark and so designed to disturb the viewer rather than attract them like other typical music videos. Furthermore, the video is unconventional due to the colours used. The entire video is made up of dark colours such as black clothes and a grey setting. This is unconventional because pop music videos often feature bright eye-popping colours to attract and engage the audience as well as putting cross positive connotations about the artist. The music itself is rather slow paced rather than upbeat like conventional pop songs. Again this makes it unconventional. The last unconventional aspect of this music video that I will analyse is the location. You would typically expect a pop music video to take place in a club-like or tropical setting because they are both places that you associated with having fun and partying. However, this music video is set in a dark desolate dessert.



Michael Gondry is a French producer who also creates diverse music videos but they are somewhat more subtle and mild than work by Cunningham.  He has worked with artists such as Kanye West, Daft Punk and The Rolling Stones. 'Come into my World' by Kylie Minogue is an example of a music video he worked on. The music video has aspects of all different styles. It has a simple repetitive narrative of the artist carrying out simple errands such as shopping and picking up dry cleaning. The artist is singing to the camera throughout the narrative so there is performance that allows the audience to build a relationship with the artist through the feeling that she is singing directly to them. The music video could suggest two concepts. The first is that the artist lives a normal life just like her fans and is therefore very similar to them which allows her to build a relationship with them through being relatable. The repeating narrative could also suggest that the artists life is repetitive due to fame. For example she is constantly writing songs then recording them and the performing them.

The artist is represented as girly through her image as she is wearing a pink top and bold jewellery such as loop earrings. This means she will appeal to her female audience as well as appearing attractive to her male audience. As a result she increases her audience as she can appeal to everyone.

The artist is also portrayed as down to earth as she is in an every day setting carrying out everyday tasks like her target audience. This suggests she is not much different to her fans despite her fame and that they can actually relate in terms of their lifestyles. A negative representation includes her appearing vain through the use of editing that creates a lot of her in one shot. This suggests she is happy with her appearance and therefore increases the number of times it is presented in the video.

Run-down urban location

This music video can be seen as both conventional and unconventional. The setting is unconventional to the pop music genre because typically music videos of this genre take place in extraordinary locations such as beaches or parties to promote the artists luxurious lifestyle. However, this music video features an ordinary urban area which will be familiar to most of the audience. Therefore despite being unconventional, this setting is effective because it makes the audience feel similar to the artist and so encourages a relationship to form between them. Furthermore, the costume of the artist has a similar effect. You would expect an artist in this genre to wear glamorous and flamboyant clothing while this artist is wearing very simplistic clothing like a t-shirt. Again, this creates a sense of familiarity and similarity between the artist and audience which reinforces there relationship that has been formed on the basis of them being similar and able to relate.

The artist repeats mundane acts such as exiting a dry-cleaning

Contrastingly, the music video is also conventional in terms of the narrative. The music video has a fun atmosphere because there is a lot going on at every one time. This is typical of a pop video because the artist will wish to create an energetic mood so the audience will feel happy and fun whilst watching it. Pop music is stereotypically upbeat and repetitive which suits the music video because it is upbeat due to the busy lifestyle and a lot happening. It is repetitive because the artist is repeating her actions over and over again.





Many aspects of Goodwin's theory can be applied to this music video. Close-up/midshots of the artist feature regularly which act as a method of promotion because the artist is directly addressing the audience through singing in these close-ups. This shows the audience more of the artists personality and makes them feel closer to her so they can build a relationship with her. The lyrics match the visuals of the video because every time the artist sings "come into my world" a new version of her is added to the scene. This highlights how she is introducing people to see how she lives her life. As well as the lyrics, the music also matches the visuals. The artist walks and moves around to the beat of the song.

'The hardest button to button' is the song title of another music video directed by Gondry. The style is primarily performance based because the artists are constantly playing instruments or singing throughout. They are seen performing in everyday locations such as streets and trains. This creates the concept that the artists are down to earth and similar to their audience as they are not performing in the typical areas you would expect rock artists to perform. For example, a stage. Instead they perform in familiar everyday locations which helps them build a relationship with their audience as they will feel they are similar and easy to relate to.

The artists performing in the streets of London

The artist singing and playing the guitar

The artists are further represented as talented through the instruments they are playing. This is especially true because the majority of music artists in present day cannot play their own instruments and so these artists stand out through their musical talent. The location allows the artists to portray themselves in a modest light. They are seen as not high maintenance and down to earth due to performing n the streets when most successful artists would prefer to perform on stages with large audiences. By appearing laidback and modest they are more liked by the audience and so gain a wider audience. The final representation I discovered is that the artists appear mysterious due to not sharing much about themselves. The music video is very repetitive and focuses on the performance of the song not the artists. This creates a sense of enigma because the audience will not no much about them and so want to buy into their music to find out more.

The 'doubling' effect used on the drums

"A box with something in it"

Despite the location being unconventional, the music video does demonstrate genre characteristics. An example of this is the use of instruments which is common for a rock music video because artists of this genre are known for live energetic performances with instruments. The music matched the visuals as on every beat the artists/instruments were moved or doubled which is an effect that was used throughout similarly to the editing in Kylie Minogue's 'Come into my World'. The lyrics match the music on some occasions such as when the male artist sings "a box with something in it" and a man appears with a small red box in which he opens and shows the artist. the audience do not see the contents of the box which may create enigma as they will want to find out. Also this aspect of the music video allows the audience to follow the narrative of the lyrics more clearly as they will understand that the man is singing about a box that he has found - in this case in his garden.

The artists are far away in the frame and so do not reveal much about themselves

However, this music video does not apply to Godwins theory in some way ways because the theory suggests that there is a frequent use of close-ups of the artist yet there are none in this video. This means that the artists have hidden a lot about their appearance and personality through not showing themselves at close detail. This makes the audience question what the artists are like and so tend to watch and listen to more of their music to find out. Also, there is no voyeuristic treatment of the female body which is common in mainstream music videos such as pop videos etc. This means that the focus of the audience is not on the female artist or her appearance but the music itself.


Cunningham and Gondry can be considered both similar and different in terms of their directing styles. They both create work that is diverse in some ways and so unique compared to mainstream music videos. However, Cunningham tends to take already authentic artists and create a music video that is as unusual and diverse as possible in order to shock the audience and get them talking about it.This is why Cunningham works with artists such as Aphex Twin, Bjork and Squarepusher. Gondry however, tends to take mainstream artists such as Kylie Minogue and create a piece of work that is different to anything that artist has created before. For example, Minogue created mainly mainstream pop videos prior and so Gondry helped her create something that was more diverse and unique slit would stand out. An advantage of Gondrys work is that it portrays the artist in a way that they have most likely not been presented as before. This means they will come across as talented as they can reach new levels in their work and are not just constantly the same and mainstream. This will allow the audience to gain a wider audience.

Working with Cunningham would have this effect to a higher degree. The audience will be more shocked as his work is more diverse and more unusual which means a buzz will be created around the video as the audience tell others about it. However, because Cunningham works with artists that are already diverse, the audience may get bored as they will stop feeling shocked every time. This type of music video may only appeal to a niche audience as it is very diverse and very different to the mainstream videos most would watch.

An artist may choose to create a diverse music video to promote and advertise themselves through standing out com[are to other mainstream videos.  A diverse music video can also portray different sides of an artists style/personality as it could potentially portray them as more relatable or talented due to standing out from their other music videos that may be more mainstream. If an artist does not usually create diverse music video and so suddenly decided to then a buzz is created around it. The audience begin to get excited and talk about it which acts as more publicity for the artist. A good way to expand your target audience and appeal to other audience is to create adverse music video as it can be enjoyed by different people. If the diverse music video is a true representation of the artist then it will become more relatable and popular for the audience who will find it easier to build a relationship with the artist through believing they are seeing who they really are. An artist can be given an intellectual and/or creative appeal as a diverse video shows they are able to reinvent themselves and that there is more to them then their genres stereotypes.


However, if an artist changes their image too much then they may lose fans who do not like this side of the artist style/personality. It is possible that the music video will not be received well as it i silkily to be unconventional and maybe irrelelevent to the genre. It is less likely to support Goodwin's theory if it is diverse which again will make the vide irrelevant and not applicable to the audience. If the video is too authentic and too diverse then it may be hard to follow and understand which will cause the audience to lose interest. Similarly it is a risk that the music video will be unsuccessful as a whole if it is too diverse and unique. if this is not the case and the diversity of the music video works really well and is received well by the public then it will create high standards for the next music video. If this music video is not as interesting and diverse then the audience may get bored and lose interest by understanding that the successful music video was a 'one off'.


Gondry's style of video production would suit my chosen genre of indie the most because music videos in this genre are typically quite simple due to the artists being on low budget. Therefore, it would be unconventional to create a music video like that of Cunningham's because his are much more extravagant. Gondry, however, keeps his music videos relatively simple yet make them diverse by subtly going against genre conventions and using editing techniques such as doubling to create unique effects.

Research into Goodwins Music Video Theory - Miss Georgiou

Goodwin's theory is important to consider when analysing music videos because it provides a clear checklists of the aspects that make a music video conventional and typical to it's genre. It's explains what makes a successful music video and can relate to the audience, the audience is used to music videos that follow this theory and therefore understand them more. When videos do not follow this theory they risk being too confusing for the audience and therefore becoming boring.

The first point in Goodwins theory states that music videos demonstrate genre characteristics. 'Summer' by Calvin Harris demonstrates characteristics from the dance genre because it features attractive women,  race cars and is filmed in an exotic location. This is typical of a dance music video as they tend to feature expensive items and places to portray luxurious lifestyles.  This expresses the fame and party lifestyle that the dance artists live due to their music which appears to make them famous, popular and wealthy. Their fame and popularity means that being surrounded by attractive women in music videos is conventional. Also their wealth means being able to afford expensive cars and exotic holidays conventional to be seen in a music video. Also the video is conventional as it features a performance of the artist at the end. He is on stage playing the song in front of a large audience.  This is conventional because dance music is often played in club or party settings and so the artist is expected to be seen in locations like this the majority of the time either playing their music or listening to other similar music and dancing etc. This will engage the audience as they desire the popularity, wealth, expensive items and party lifestyle so would like to identify with the artist and buy into his lifestyle. Also the performance at the end has a personal effect as it creates the feeling that the artist is performing for the viewer directly.

In 'Summer' there is a relationship between the lyrics and visuals; when Calvin Harris says "You act so innocent now but you lied so soon", a girl is shown lying by herself in bed while she stares at nothing in particular. This suggests that she is thinking and also that the artist is singing about a breakup. the fact that the girl is lying by herself looking sad and that the artist states she lies, implies that the breakup was the girls fault. The theme of heartbreak is conventional to a music video as it is relatable for the audience as many would have experienced it or seen others experience it. This makes it easier for the audience to sympathise with the characters in the video and may make them reminisce on their own past experience and so attach their own emotions to the meaning of the song. This makes them engage with the song more as they feel they can completely understand how the artist feels when he sings the lyrics. This means that the audience will believe that they have experienced similar things to the artist and therefore feel they are similar and build a relationship with them.

There is also a relationship between the music and visuals as the visuals match the pace of the song. When the artist stops singing and the music speeds up, the race cars drive off faster down the road. this creates slight suspense when the artist stops singing as the audience is waiting for the pace of the music to speed up and become energetic. This will create a buzz around the song as it creates a wild and free atmosphere which makes the audience want to dance. This is conventional of a dance music video as they tend to change the visuals as the beat progresses and pace quickens. This emphasises on the change of pace and beat which makes it more dramatic and fun for the audience.  Using the fast cars with the louder more upbeat part of the song engages and excites the audiences as the sudden change in pace and visuals will capture their attention and make them interested in what will happen next. Cars have connotations of speed and being free which is will make the audience feel happy and carefree when listening to this song.

Close-up of the artist

Characters having fun in the summer

Characters dancing at a party

The demands of the record label often include the need for lots of close-ups of the artist. This is seen when Calvin Harris is walking down the same road in which the cars drove down but this time it is completely empty and the whole focus is on him as he sings for the relatively calmer parts of the song. This creates contrast and allows the audience to see more of the artist and his personality which in turn allows them to build a relationship with him through believing they know him as a person through listening to and focusing on his personal lyrics. This is heightened by the fact that there are no distractions in the shots and so the audience focuses only on the artist. This is conventional to the dance genre as it shows the artist strolling down a long road in hot weather which portrays him as relaxed and laid-back. This is conventional to both the song and genre as the song is called 'Summer' which has connotations of being relaxed and chilled with people only focused on having fun. This is shown in the music video with a lot of young people having fun around a swimming pool or partying. The dance genre overall has conventions of having very laid-back artists as they are very familiar with the party lifestyle and club scene and so in a sense it is like summer all year round because they are constantly playing dance music and having fun. Therefore this means dance genre artists are very laid-back and relaxed overall due to their lifestyle.

The first voyeuristic shot shown

There is frequent voyeuristic treatment of the female body. One of the first shots is of a girl standing on the balcony in lingerie while the camera is behind her. This creates the effect that the audience is spying on her and that she does not know she is being looked at. This could relate to the theme of heartbreak and how the girl is not trusted so her former boyfriend would be spying on her as she "lied". Furthermore there are several similar scenes like this. The same girl is seen laying on her bed in only her underwear and there are several girls in revealing clothes such as hot pants at the race car scene, a girl is shown in a bath and several girls are pictured in bikinis around a swimming pool. Having voyeuristic shots of female models is conventional to the dance genre because it advertises the dance music and club lifestyle. Dance genre artists portray themselves as popular with the opposite sex due to fame which is why there are often several attractive women in their videos. This encourages the audience to listen to dance music and buy into the party lifestyle because it makes them believe that they will meet attractive people through doing so.


There is intertextual reference in this music video as several car brands are shown via stickers and signs on the cars before they race. Cars have connotations of being free and energetic much like dance music as they provoke powerful associations in the audiences mind. This ill make them feel more energetic and passionate about dance music and want to have fun and listen to it more often. Cars are also very stereotypical and representative of males as they enjoy sports such as racing . Also the females in this scene are all wearing minimal clothing which creates stereotypical gender roles for each gender. This is conventional to the dance genre as the music videos from this genre often focus on a romantic or sexual connection between male and females whether it is about a relationship or meeting at a party and having fun. This emphasises on the relationships between males and females by dividing them into their stereotypical gender roles.

The artist singing about the woman

This video is primarily narrative based. It tells a story about a break up between a couple through the mans point of view. The artist sings about the girl while she is oblivious and sits in various rooms in her house. This engages the audience through the story of the couple as the audience watch him explain the breakup and may wonder why and what happened between the couple. This subject of heartbreak is conventional as well as relatable for the audience which will allow them to build a relationship with the artist. This is conventional to the dance genre as the target audience for this genre is particularly young and therefore would be able to relate to themes such as heartbreak and love. This is why it is the common theme for most dance songs because they know that the audience can identify with the theme and meaning of the songs and therefore are more likely to listen to and enjoy the music.

The woman oblivious at home

Analysing Goodwins theory has assisted me in planning my own music video because I am now informed on the seven guidelines I need to follow if I choose to make my music video conventional and this theory provides me with some guidelines to follow when I do so. I would like to include several styles of music video in my music video because I found the narrative and performance parts of this song very effective and believe my video will be more effective if I can include all three styles of music video. i will also like to include close-ups as it will help my audience build a relationship with the artist.