Some might say that earlier this year — when MTV officially took the word “music” out of their logo — is the day the music video died.
Although Web sites such as YouTube allow fans to watch a music video as many times as they want, music videos no longer define an artist. In fact, they seem to have very little impact on our lives compared to a decade ago when Britney Spears was doing full-fledged routines rather than just sitting there, naked.
There are many of factors that have led to this decrease in the importance of music videos, but as usual, it pretty much just comes down to the Internet. Yes, that technology we love has already destroyed the purpose of CDs or even buying music at all, so it’s not surprising fewer people feel like sitting down and watching music videos with friends. MTV’s killing of shows like “Total Request Live” in favor of “Jersey Shore” also made it more difficult to find music videos on television.
But while this art form may be dying, some musicians have tried to keep the music video alive. In 2010 alone, we have seen some great videos.
OK Go has always made music videos that beg to be watched. The online success of their treadmill video for “Here It Goes Again” was huge, reaching over 50 million views on YouTube alone. But when their music label prohibited them from allowing their videos to be embedded, they did something big for their new song “This Too Shall Pass.”
In a partnership with State Farm, the band created a two-story Rube Goldberg machine. The massive “machine” smashes a television set, pushes a car, sprays the band members with paint and so much more. In this video, OK Go outdid themselves, and in the midst of the success, split from EMI Records to create their own label. Way to go, OK Go!
Lady Gaga’s video for “Telephone” was obviously out of control. A nine-and-a-half-minute piece so raunchy that to access the original you need to confirm your birth date on YouTube, Lady Gaga’s video is complete with ridiculous outfits and a storyline to fit. Gaga is put in jail, where she wears sunglasses made of cigarettes and makes out with another woman until she leaves with her partner in crime, Beyonce. After this, the two commit mass murder at a diner and proceed to dance in American flag outfits.
While some may not fully understand this video or its point, the fact of the matter is that Lady Gaga has created something unique. This, at a time when so much in the music business is just recycled and reused, is a definite accomplishment — even if you may think it’s kind of nutty.
Vampire Weekend is another band that has consistently put together funky and fresh music videos — without much recognition. “Giving Up The Gun” is not an exception. The video features their friend Jenny (who also appeared in their video for “Cape Cod Kwassa Kwassa”), in an entirely white room playing tennis. Jenny takes down samurais, fencers and a host of other opponents — the best of which are familiar faces. Joe Jonas makes a cameo as well as a drunk Jake Gyllenhaal. Her toughest competitor, however, is a made-up version of herself. But our hero Jenny triumphs through it all after some advice and encouragement given to her in French by none other than Lil’ Jon, who got a famous mention in Vampire Weekend’s song “Oxford Comma.”
The video — which, in theory, may sound like a hot mess — works extremely well with the music and tells a feel-good story complete with laughs without any real words. Not counting Lil’ Jon’s on-screen French captions, of course.
Maybe music videos don’t have the same effect on us that they used to, but there is definitely a place in this world for a good music video. The strive to make something bigger, better and more creative is something we need to see more of in today’s music industry.
You can reach this staff writer at mhollander@theeagleonline.com.
