"THE ART OF MUSIC VIDEOS - FROM THRILLER TO LEMONADE": DE MODE GLOBAL
- DE MODE
- Sep 17, 2024
- 6 min read
ORIGINALLY PUBLISHED IN DE MODE | MUSIC
Article Published on: 17TH SEP 2024 | www.demodemagazine.com
Music videos are a unique form of art that combine music, visuals, performance, and storytelling to create an immersive experience that can heighten the emotional impact of a song. From Michael Jackson’s groundbreaking Thriller to Beyoncé’s cinematic Lemonade, music videos have evolved into more than just promotional tools—they have become cultural landmarks, artistic expressions, and sometimes even political statements. Over the decades, music videos have shifted from simple performance clips to complex narratives and visually stunning art forms, each pushing the boundaries of creativity and influence.
The Birth of the Music Video
Music videos as we know them today have their roots in the early 20th century, but they didn't truly begin to emerge as a defined art form until the advent of television in the 1950s and 60s. Before the MTV era, artists like Elvis Presley and The Beatles were making short promotional films that accompanied their songs, offering audiences a visual representation of their music. However, these were often simple performance videos or short sequences without elaborate plots or high production value.
Everything changed with the launch of MTV (Music Television) in 1981, a channel dedicated entirely to playing music videos. This ushered in a new era, where the music video became an essential part of an artist’s branding and success. Suddenly, artists had the opportunity to reach a wider audience through their visual representations of songs, with the potential for their videos to go viral, long before the internet age. Music videos were no longer just about showcasing the artist's talent—they became a platform for experimentation, storytelling, and visual innovation.
Michael Jackson’s Thriller: A Game-Changer
If one music video truly redefined the potential of the format, it was Michael Jackson’s Thriller, released in 1983. Directed by John Landis, this 13-minute short film was much more than a simple video—it was a cinematic event. With its elaborate choreography, special effects, and horror-inspired narrative, Thriller was the first music video to be treated as a major cultural event, and it raised the bar for every video that followed.
The Thriller video was groundbreaking not only for its production value and storytelling but also for how it elevated the role of the music video in popular culture. Jackson’s use of narrative storytelling, complete with a plot, characters, and a climactic twist, shifted the perception of music videos from mere promotional clips to fully realized works of art. The iconic dance sequence in Thriller, with its zombie backup dancers, became ingrained in pop culture, proving that a music video could become as memorable and impactful as the song itself.
Moreover, Thriller highlighted the importance of collaboration between artists and directors. Jackson worked closely with Landis to create something that went beyond the traditional boundaries of a music video. This set the stage for future collaborations between musicians and filmmakers, where directors could leave their mark on a project, adding their own creative spin and storytelling expertise.
The 90s: A Golden Era for Music Videos
The 1990s were a golden era for music videos, marked by increasing budgets, greater artistic freedom, and technological advancements. MTV was at its peak, and music videos became an essential tool for artists to define their image, reach fans, and make a lasting impact. Some of the most innovative directors, like Spike Jonze, Michel Gondry, and Hype Williams, began experimenting with new ways to tell stories through music videos, blending surrealism, special effects, and visual metaphors.
Take, for example, Madonna’s Vogue (1990), directed by David Fincher. With its black-and-white aesthetic, Vogue was a visual homage to old Hollywood glamour and fashion photography, establishing Madonna as a cultural icon. The choreography, fashion, and overall visual presentation of the video elevated the song into a pop culture moment. It exemplified how the 90s music video could blend high fashion, cinematic references, and bold artistic statements.
Another key moment from this era was Nirvana’s Smells Like Teen Spirit (1991), directed by Samuel Bayer. With its raw, rebellious energy and gritty visuals of a chaotic high school pep rally, the video captured the spirit of Generation X and helped launch the grunge movement into mainstream consciousness. The video became iconic for its stark, no-frills aesthetic and its portrayal of disaffected youth, showing that music videos didn’t have to be glossy or polished to make an impact.
In the realm of hip-hop, Hype Williams became a pioneering force, known for his lavish and visually striking music videos, including Missy Elliott’s The Rain (Supa Dupa Fly) (1997). With its futuristic, fish-eye lens visuals, bold fashion, and surreal imagery, The Rain became a defining moment in hip-hop music videos, establishing Missy Elliott as an avant-garde artist who wasn't afraid to push creative boundaries.
The 2000s: Music Videos in the Digital Age
As the music industry transitioned into the 2000s, the rise of the internet and platforms like YouTube revolutionized how music videos were consumed. No longer restricted to MTV’s programming schedule, music videos became instantly accessible to a global audience, and artists could release their videos directly to fans.
One of the most influential videos of this era was OK Go’s Here It Goes Again (2006), which featured the band performing an intricate, synchronized dance routine on treadmills. The video’s simplicity and creativity turned it into an internet sensation, proving that a music video didn’t need a big budget to go viral—it just needed an original idea and perfect execution.
While viral videos became a key part of the 2000s, artists like Beyoncé continued to use the medium as a platform for personal expression and social commentary. In 2016, Beyoncé released Lemonade, a visual album that combined music, poetry, and narrative to tell the story of infidelity, forgiveness, and Black womanhood. Directed by a team of visionaries including Khalil Joseph and Melina Matsoukas, Lemonade was more than a collection of music videos—it was a statement on race, gender, and identity, delivered with powerful visuals that drew from African-American history, art, and culture.
Lemonade broke the traditional mold of music videos, offering an album-length visual narrative that was as important as the music itself. The videos featured stunning imagery and symbolism, from Beyoncé smashing car windows in Hold Up to the ancestral, Southern Gothic aesthetic of Formation, which became a political statement in its own right. With Lemonade, Beyoncé demonstrated that the music video could be used not just for entertainment but for activism, empowerment, and deep storytelling.
The Evolution of Music Videos as Art
From Thriller to Lemonade, music videos have come a long way, evolving into a hybrid form of art that blends music, film, fashion, and performance. In recent years, directors like Hiro Murai (This Is America) and artists like Billie Eilish (Bad Guy) have continued to push the boundaries of the format, experimenting with new techniques, styles, and visual narratives.
In 2018, Childish Gambino’s This Is America, directed by Hiro Murai, became a viral phenomenon for its shocking and politically charged imagery, addressing gun violence, racism, and media consumption in America. The video’s blend of surrealism, symbolism, and dance choreography created a powerful commentary on social issues, proving that music videos could still be a medium for political expression and conversation.
Meanwhile, artists like Billie Eilish have brought a new level of creativity and storytelling to music videos. Her video for Bad Guy (2019) blends quirky humor with surreal imagery, showcasing Eilish’s unique visual style. The video helped establish her as a pop star who isn’t afraid to be unconventional, further blurring the lines between music, fashion, and performance art.
Conclusion: Music Videos as Cultural Landmarks
Over the past four decades, music videos have transformed from simple promotional tools into a dynamic and influential art form. They have provided artists with a platform to express their creativity, make bold statements, and connect with audiences in new ways. From the cinematic spectacle of Thriller to the visual storytelling of Lemonade, music videos have shaped the cultural landscape and continue to evolve with the times.Music videos are more than just accompaniments to songs—they are works of art that can tell stories, challenge societal norms, and create unforgettable cultural moments. As technology continues to evolve, so too will the possibilities for music videos, ensuring that this vibrant and exciting art form remains at the cutting edge of both music and visual expression.
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