The Lost Art Of Music Videos

Remember when music videos meant something? Or how about when they were actually aired on TV? I remember watching The Box (formerly called Video Jukebox Network and later became MTV2) eagerly waiting for my favorite music video to come on. I never called in myself but I always patiently waited for someone else to request songs like Green Day’s “Longview”, Bush’s “Glycerine”, Better Than Ezra’s “Good” and Gin Blossoms’ “Hey Jealousy”, just to name a few.

This was two decades ago, when MTV was actually “music television” and played 3-4 hour blocks of nothing but the latest music videos, live concerts, and artist documentaries. At one point, this used to be a breeding ground for up and coming movie directors. Though somehow over the years, MTV (and now even VH1 and MTV2) has transformed into everything BUT music. It’s become synonymous with teeny bopper spring break events, boring dating shows and awful reality television.

I’ve come to realize that most music videos these days are typically viewed online in an effort to promote through viral advertising. While surfing the net the other day, I found one of my favorite online videos the for song “Eple” by the Norwegian electronic group Royksopp (commonly known as the group performing the song in the background of one of the Gieco caveman commercials). This creative music video is a clinic in video matting, layering, track pointing, transitioning, and digital camera movement in post-production… all things that we at DDA are able to do in our fully equipt high defitinion video production studio!

I hope the art of music video making makes its way back to television, but for now it looks like I’ll have to rely on the internet for music entertainment.