The Art of the Music Video

In the early 2000s, leading in to the 2010s, musicians received high sums of money from their labels to produce culture-bending visual accompaniments to their singles. Think Britney, Janet, Katy, Beyoncé. These videos often became the initial thought when the tracks made their way into conversation. From the iconic red-latex bodysuit circa "Oops!... I Did It Again," to the vibrant candy-land of "California Gurls," why is it that the art of the music video seems to have been lost in transit?

More and more often we see the artists of now abandon the high-budget visual for a stripped back, do-it-yourself style video. But why is that? Times have changed, and labels have shifted their focus to coincide with the generation of the low attention span. A heavy focus is now placed on a 15-second TikTok snippet, to generate a viral moment for the artist. And when the song's released? A forgettable, typically only shot in one location visual is released for a few extra streams. 

The simple truth is that due to the decline in popularity of television channels such as MTV, or MuchMusic, people no longer consume visuals the way they once did. However, there are a few modern-day trailblazers who, despite the budget given to them, will dig into their own pockets to create a groundbreaking visual. Artists like Troye Sivan, who broke the internet with releases "Rush," and "One Of Your Girls," has expressed his personal interest in creating captivating videos, regardless of garnered viewership. For him, it's about bringing a body of work to life. We've seen this from other musicians like Beyoncé, who will create an entire set, or even full-length film to go alongside an album. 

I think that 2024 is going to be a turning point for music videos. Even "TikTok artists" like Tate McRae and Sabrina Carpenter have released promising videos, showcasing that labels are indeed paying attention to the resurgence. Will we ever return to the glossy era of MTV top video countdowns? It doesn't seem likely, but at the very least, BritneySpearsVevo will always exist free on Youtube.