From Bowie to Bieber – the under-appreciated art of the music video

The evolution of music videos from mere promotional tools to elaborate artistic expressions has been a fascinating journey. Beginning with David Bowie’s avant-garde visual interpretations of his songs to Justin Bieber’s modern-day spectacle, music videos have become a vital component of popular culture. Despite their significance, the artistry and craftsmanship behind music videos often go unnoticed. In this essay, we delve into the under-appreciated artistry of music videos, tracing their evolution and highlighting their cultural impact.

The Birth of Music Videos: The inception of music videos can be traced back to the 1960s when artists like The Beatles experimented with short films accompanying their songs. However, it was David Bowie who elevated the music video to an art form with his groundbreaking visuals in the 1970s. Bowie’s collaborations with directors like Mick Rock and David Mallet produced iconic videos such as “Space Oddity” and “Ashes to Ashes,” which merged music with surreal imagery, setting a new standard for visual storytelling in music.

The MTV Era: The launch of MTV in 1981 revolutionized the music industry, turning music videos into a mainstream phenomenon. Suddenly, artists had a platform to showcase their creativity to a global audience. This era saw the rise of directors like Spike Jonze, Michel Gondry, and Mark Romanek, whose innovative approaches redefined the possibilities of music videos. Jonze’s work with bands like Beastie Boys and Gondry’s surreal visuals in Björk’s videos pushed boundaries and inspired a new generation of filmmakers.

Cultural Impact: Music videos became more than just promotional tools; they became cultural artifacts that reflected the zeitgeist. Michael Jackson’s “Thriller” not only revolutionized music videos but also transcended the medium, becoming a cultural touchstone of the 1980s. Madonna’s provocative videos challenged societal norms, sparking debates and influencing fashion and style. Additionally, hip-hop artists like Tupac Shakur and Notorious B.I.G. used music videos to convey powerful messages about social issues and urban life.

The Digital Age: The advent of the internet and digital technology brought new opportunities and challenges to the world of music videos. With platforms like YouTube and Vevo, artists could reach audiences directly, bypassing traditional channels. This democratization of access led to an explosion of creativity, with DIY and low-budget videos gaining traction alongside big-budget productions. Artists like OK Go gained fame for their inventive, viral videos, proving that creativity could thrive even in the digital age.

Modern Trends: In the 21st century, music videos continue to evolve, reflecting changes in technology, culture, and artistic trends. Visual effects and CGI have become commonplace, allowing for increasingly elaborate and cinematic productions. Artists like Beyoncé and Kendrick Lamar use music videos as a medium for visual albums, blurring the lines between music and film. Meanwhile, social media platforms have become integral to music video promotion, with artists leveraging platforms like Instagram and TikTok to engage with fans and generate buzz.

The Under-Appreciated Art: Despite their cultural significance, music videos often receive less critical attention than other art forms like film or literature. This oversight neglects the immense creativity and craftsmanship that goes into creating these visual masterpieces. Directors, cinematographers, choreographers, and visual artists collaborate to bring the artist’s vision to life, often overcoming budget constraints and technical limitations to produce stunning works of art.

Conclusion: From David Bowie’s experimental visuals to Justin Bieber’s cinematic extravaganzas, music videos have evolved into a rich and diverse art form that reflects the cultural landscape of their time. Yet, despite their cultural impact, music videos remain under-appreciated as an art form. By recognizing the creativity and craftsmanship behind these visual masterpieces, we can gain a deeper appreciation for the artistry of the music video and its enduring influence on popular culture.