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Envelope-Pushing Videos Re-ignite the Genre [Opinion]

Posted by ThatsMyJamRadio on May 2, 2010


In an age where some once-great video outlets have admittedly shied away from the short films, it’s reassuring to note that a few artists have utilized the genre to create buzz for their new singles. Despite the exclusion from mainstream video channels, perhaps the music video isn’t a dead promotional vehicle?

Cases in point: Teairra Mari’s “Sponsor” video recently caused a stir when BET reportedly banned it, claiming it promoted the message to young girls that they should become gold diggers. Lady GaGa and Beyoncé’s “Telephone” had the Internet in a collective awe with the nine-plus-minute reference to memorable (and multiple) moments in pop culture. Christina Aguilera’s new video for “Not Myself Tonight” has nearly everyone comparing her to GaGa, though enlightened viewers of the video will also note influences from George Michael, Christina Milian and, more prominently, Madonna. And let’s not forget M.I.A., whose “Born Free” was pulled off YouTube for being too violent.

Granted, sex and violence are the centerpieces of each of these snippets, but can you imagine if all of these videos were played back-to-back? Guess that’s only possible on YouTube (well, maybe not for M.I.A.) by creating your own playlist. We salute these artists for creating interest in music videos again and await more innovative contributions from others. Who knows, maybe a re-invigorated appreciation for the music video will convince once-dominant outlets to start airing them again?

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