The 2000s
OK Go, 'Here It Goes Again' (2006)
By Claire Suddath Thursday, July 28, 2011
In 2006, the state of the music video was bleak. MTV had all but abandoned the art form in favor of reality shows, and YouTube was still an Internet novelty. A year prior, dance-rock band OK Go had released a homemade video for its song "A Million Ways" that, thanks to a silly dance routine, quickly became a viral hit. For "Here It Goes Again," the band decided to produce another choreographed video — only this time, the dance would be on treadmills. The video was conceived and directed by front man Damian Kulash's sister. Shot in one continuous take, it took the band 17 tries to get the treadmill dance right. This was one of the first truly viral videos, racking up more than 50 million views and earning OK Go a Grammy along the way.
Fun fact: The dance routine OK Go's members perform in the video is actually a version of one they created for their 2002 song "C-C-C-Cinnamon Lips."
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Time Magazine's 30 All-TIME Best Music Videos
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The 2000s
Gnarls Barkley, 'Going On' (2008)
By Gilbert Cruz Thursday, July 28, 2011
Director Wendy Morgan's video for this track from Gnarls Barkley's second album is a sucker punch of joy. Morgan (who also helmed the similarly energetic promo for Janelle Monáe's "Tightrope") takes Barkley's three-minute piece of percussive pop perfection and matches it to a story about a group of young men and women who discover a magical door to another dimension. Filmed in Jamaica and incorporating dancehall-inflected choreography, the video finds power in the movement of its Doc Martens–wearing local stars, who clap, sway, leap, slide and stomp across the screen with abandon. The push and pull between their synchronicity and wild free-for-all dancing (skip ahead to 1:25 for an example) make this clip dynamic in a way few others are.
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The 2000s
Beyoncé, 'Single Ladies (Put a Ring on It)' (2008)
By Claire Suddath Thursday, July 28, 2011
There are two ways to shoot a dance-heavy video. You can build an elaborate set, design multiple costumes and hire a cavalcade of dancers to serve as backup bodies. Or you can just slap a leotard and high heels on Beyoncé Knowles and call it a day. That's exactly what director Jake Nava did in the video for "Single Ladies (Put a Ring on It)." Beyoncé and her two choreographers, Frank Gatson and JaQuel Knight, came up with the dance routine by combining elements of an old Bob Fosse dance with something called J-setting (a call-and-response type of cheerleading dance that originated at Jackson State University in Mississippi). The three-minute video was shot in one take, with the lighting and angles changed live as Beyonceé and two other dancers swished, bounced and popped in front of a blank backdrop. It has been watched more than 128 million times on YouTube and has inspired dozens of fan videos. Sometimes the best creations are also the simplest.
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The 2000s
Lady Gaga, 'Bad Romance' (2009)
By Claire Suddath Thursday, July 28, 2011
The video for "Bad Romance," the first single off Lady Gaga's The Fame Monster, revealed a darker side of Gaga not seen before its release in November 2009. Sure, there had been glimpses — most notably in her video for "Paparazzi," from her previous album — but in "Bad Romance," she brought out her claws. Literally. Gaga's iconic claw gestures can be traced back to this video. "Bad Romance" also debuted her "Rah-rah-ah-ah-ah/ Roma-ro-ma-ma" monster dance routine that has become as integral to her image as the one-gloved crotch grab was to Michael Jackson's. "Bad Romance" is Gaga's version of a love song: her romance is "ugly" and a "disease," illustrated by the singed corpse of her former lover. The video's Alexander McQueen costumes have become synonymous with her aesthetic. And though Gaga's later videos would be even more elaborate, "Bad Romance" serves as the best example of what she does best: performance pop.
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The 2000s
Kanye West, 'Runaway' (2010)
By Claire Suddath Thursday, July 28, 2011
Now that music videos are primarily watched online, artists find themselves freed from the constraints of the traditional three-minute short. The past year has seen the debut of the personalized, interactive music video and the return of minimovies that are much longer than the songs they accompany. The best example of this is Kanye West's "Runaway," a 35-min. film written and directed by Kanye, set not just to one song from My Beautiful Dark Twisted Fantasy but to (almost) the entire album. The plot — Kanye falls in love with a supermodel phoenix and tries to assimilate her into the human world, only to learn that she can't stay with him because, well, she's a phoenix — is told through a series of visually stunning set pieces that in a more traditional world would probably serve as stand-alone videos for their accompanying songs. The scenes are connected by occasionally comedic interludes (in one scene, Kanye takes the phoenix to a dinner party and is asked by another guest, "Your girlfriend is very beautiful ... do you know she's a bird?"). In that sense, "Runaway" is a visual representation of Kanye West's music career: often artistic and beautiful, but sometimes incredibly silly.
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The 2000s
Arcade Fire, 'We Used To Wait/The Wilderness Downtown' (2010)
By Josh Sanburn Thursday, July 28, 2011
Arcade Fire released an album, The Suburbs, that defined the directionless childhood of a generation. So it's fitting that the band created a music video that is as interactive as the world in which that generation now lives. Set to the song "We Used to Wait" and produced by Chris Milk, "The Wilderness Downtown", the first HTML5 music video (click on the link for the full experience), lets viewers set their own childhood neighborhood as the backdrop to a teenager as he runs through the streets and dodges virtual trees. Viewers can interact with flocks of black birds and even write sprawling, branching messages to their childhood selves. It's the first video that truly harnesses the digital age — and one of the most personal you'll ever watch.
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