Until recently, I couldn’t remember the last time I sat through an entire music video. YouTube has always been my go to but, with constant ads running, I get tired of hitting “Skip Me” to waste three minutes of my life.
But then Beyoncé. Her Tidal-exclusive release of Lemonade caused heads to turn and views to be accrued. The album was unique and innovative for multiple reasons: it had no promotion, no release date, no single and every track had a music video.
Since Lemonade, music videos and their releases have gotten far more creative. Here are several more worth the watch:
Kanye West’s “Famous”
Despite of or in harmony with the controversy surrounding it, Kanye West’s latest video is an artistic spectacle to be seen. Like The Life Of Pablo, “Famous” was released arena-style at The Forum in California, with an accompanying live stream for fans from home. No one does it bigger than Ye. The visuals for “Famous” featured nude celebrities including his wife, Kim Kardashian, but also life-like personas of Taylor Swift, Bill Cosby, Donald Trump and more.
While the video is for Tidal streaming only, here’s a snapshot along with the link for a free trial of the Jay-Z tech hub.
Though the two-part video is nothing new, Rihanna’s “Work” resurrects the concept of cool when it comes to music videos. Part One had Rihanna and Drake dancing playfully in the middle of a jerk chicken restaurant/basement party, while Part Two has the two dancing in a secluded neon-tinted space. Director X, involved in Part One, told The Fader that the Internet has allowed more freedom with video releases.Music videos can be longer, released in multiple parts or even made into a film thanks to the accessibility of the World Wide Web. While the novelty of a well-produced music video slowed in the early 2000s then re-emerged with Taylor Swift’s squad style visuals, it seems that the music video is on the rise again.
Kill The Noise x Feed Me “I Do Coke”
The dance scene and drug use often make headlines hand-in-hand; however, this time it was purposeful with the April release of Kill The Noise and Feed Me’s “I Do Coke.” The official music video received just as much controversy as Kanye’s (see above) for its satirical and simple lyrics like “I do coke so I can work longer, so I can earn more, so I can do more coke” accompanied by crazy visuals of cheerleaders and a giant golden nose.
However, the message was intended to be one of caution. “If you aren’t careful, you can become figuratively (and literally) consumed by your lifestyle of addiction,” Kill The Noise told Billboard. “The main character in this story has found himself stuck on an endless merry-go-round that goes nowhere.”
Fergie “M.I.L.F. $”
Just hours after dropping the single for sound, visuals followed for the sexy “M.I.L.F. $” from musician and mom Fergie. This July release features not only the self-proclaimed “Dairy Duchess” but also mom squad members Chrissy Teigan, Ciara and Kim Kardashian.
It’s full of Fergie-isms from playful vocabulary to stunning images (take a long hard look at every spilled milk scene…trust me).