News Reel & Blog

ARE MUSIC VIDEOS REDUNDANT?

Written by Jack Hopkins on 14th December 2017

Music videos aren’t in the limelight as much as they used to be. With the increased presence of the  social media platforms and streaming services there doesn’t seem to be as much of a need for them.

Channels such as MTV used to be at the forefront of new music, existing as an avenue for songs to be exposed to a huge audience.

Nowadays musicians seem to be using videos in different ways. Artists like Kendrick Lamar, Big Sean, Sia and FKA Twigs have all used the medium to portray a certain stance towards a social issue.

There seems to have been a shift from videos being a light-hearted spectacle to more hard-hitting pieces of interpretive art.  

This definitely seems to be the case in contemporary videos made by female artists, challenging sexual objectification in ways that can only be impactful through the medium of video.

Some artists also use the medium to challenge the celebrity culture they find themselves in, mimicking other videos in order to mock and also progress their subculture. 

Artists like Brockhampton and Stormzy have pushed the medium even further, creating short films in accordance with their music, establishing a deeper meaning to the music and in certain ways extends the musician’s reach and substance.

Spike Jonze is a feature film director that made his name as a skateboard video and music director, directing videos for songs like ‘Flashing Lights’ by Kanye West and ‘Drunk Girls’ by LCD Soundsystem. Jonze is a great example of an innovative director, pioneering the shift towards more artistic music videos.   

For music videos to remain current, an element of their music needs to be best displayed through visual content. This then opens the door to a whole world of creativity, to either create an emotive reaction or compliment the song.  

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