1992–2006: A Look Back at a Music Video Golden Age
This article is a selection of creative music videos from the 90s and early 2000s, coinciding with MTV’s peak of influence, along with some comments on their cinematography.
Video killed the radio star, they said. Ironically enough, the Buggles song’s music video (first released in 1979) was the first one to be aired on MTV in 1981. Since then, for better or for worse, music videos became a central promotional tool for record companies, to the point where we are today as music videos are still the most viewed content on YouTube. As Marshall McLuhan coined it, “the medium is the message” and it deeply influences how we perceive and receive culture.
As a summer article subject, I picked some of the most creative music videos and personal favorites that were directed within that very culturally powerful era of MTV: 90s and early-2000s. I will comment on their cinematography, and how they interpret the song or the personality of the artists in this very star-centered industry. You can imagine it’s exactly like if I was your guest programmer for Rage.
(Please don’t ask me why Madonna is there three times… 🤷♂️)
Notice: Please remember that, aside from their cultural value, these works are snippets of their time and some representations will feel dated in retrospect. Also, some videos may feature offensive language.
Without further ado, here’s my shortlist of 16 music videos:
Madonna | Bedtime Story (1995)
Dir. by Mark Romanek
The New-Agey surrealism at its maximum. Inspired by female surrealist painters that Madonna enjoyed and shot by cinematographer Harris Savides on 35 mm film lens, Mark Romanek really got unconscious on this one. This video, along with Romanek’s “Closer” video for Nine Inch Nails is part of the permanent collection of the Museum of Modern Art (MoMA) of New York.
Björk | Possibly Maybe (1995)
Dir. by Stephane Sednaoui
I just love how each scene reflects each verse of the song and the overall use of colors. A lot of the items seen in the video were coming from Björk’s own house at the time.
The White Stripes | Dead Leaves and the Dirty Ground (2002)
Dir. by Michel Gondry
The clash between the chaos of the video projections and the introversion of the character well matches the White Stripes’ minimalist and Faux Naïve musical aesthetic.
Beastie Boys | Sabotage (1994)
Dir. by Spike Jonze
This one is rather iconic and influential, not much to say. It never stops, cut after cut, and that’s why we love it.
My Chemical Romance | Welcome to the Black Parade (2006)
Dir. by Samuel Bayer
Even if I’m mixed about the pop-punk opera intention of the album and not a fan of this band, the production, costume design (by Colleen Atwood, known for Tim Burton movies), Samuel Bayer’s love for iris shots makes it stand out.
Madonna | Frozen (1998)
Dir. by Chris Cunningham
Maybe not the most technically impressive of Chris Cunningham’s music videos, but I like it for its overall look.
Brandy and Monica | The Boy is Mine (1998)
Dir. by Joseph Kahn
I just love the colors, vignette effect, sets, production design, and the discreet Rubik’s Cube aesthetic to it. Maybe an inspiration for Gaspar Noe’s video for Arielle’s “Je suis si mince” (1999).
Jamiroquai | Virtual Insanity (1996)
Dir. by Jonathan Glazer
Quite a classic. An interesting illusion created by clever usage of set design (it’s the whole top part that is being carried around by crew members, and not the floor). I remember being quite uncomfortable watching these blood puddles back then…
Busta Rhymes | Gimme Some More (1998)
Dir. by Hype Williams
Busta Rhymes implicated himself in this one. It surely had an impact on Tyler, the Creator. The cartoonish fish-eye aesthetic makes it stand out from the other productions.
A Perfect Circle | Judith (2000)
Dir. by David Fincher
David Fincher with Jeff Cronenweth & James Haygood equals amazing cinematography and editing. Period.
Madonna | Human Nature (1995)
Dir. by Jean-Baptiste Mondino
The very fetishistic imagery (which I usually find cheesy) is softened by its choreographic nature, which matches the song’s message: basically, Madonna responding to the media shaming her at the time for exploring sexual themes.
D’Angelo | Untitled (How Does It Feel) (2000)
Dir. by Paul Hunter
A very refined long shot (there’s only one subtle cut), it must have been a challenge for an introvert like D’Angelo. It took him a 3-month long tough workout to look like this.
Depeche Mode | Walking In My Shoes (1993)
Dir. by Anton Corbijn
Superb medieval-inspired imagery, composition, and contrasts.
Red Hot Chilli Peppers | Californication (2000)
Dir. by Jonathan Dayton and Valerie Faris
The audacious use for the time of video game imagery works very well with the song’s message about the soft power of American culture. And this was released before Grand Theft Auto III shook video game industry.
Enya | Only Time (2000)
Dir. by Graham Fink
This video is simply gorgeous.
The Prodigy | Firestarter (1996)
Dir. by Walter Stern
I like the very low budget and gritty energy of it, the cuts, the framing. And, of course, Keith Flint’s performance and iconic look.
That’s it for today. I hope you liked it, thanks for watching! 📺🎵
What about you? What are your favorite music videos of that era? TV shows and programs (find mine at the end of this article)? Of all time (if anybody remembers Domino Day)? And why? Tell me in the comment section… 👀
If you want to see a larger selection + behind-the-scenes, a more complete playlist is here on YouTube for you if you’re interested in this often overlooked craft. (Notice: some videos may feature NFSW content.)
Additional resources:
Music videos and music video directors:
highsnobiety.com/p/history-music-videos
en.wikipedia.org/wiki/Music_video_director
en.wikipedia.org/wiki/Directors_Label
imvdb.com
Y2K Aesthetic:
aesthetics.fandom.com/wiki/Y2K
y2kaestheticinstitute.tumblr.com
MTV in the 90s/early 2000s:
https://youtu.be/ZScn8LcfHxM
en.wikipedia.org/wiki/MTV#1991%E2%80%931997
en.wikipedia.org/wiki/MTV#1997%E2%80%932008
https://www.sbs.com.au/guide/article/2017/02/13/how-mtv-changed-world-its-industry-cool
Mark Romanek on music video making:
youtu.be/b3gGlHvmXNA
youtu.be/RVKX1LjosNU
