I FIND MUSIC VIDEOS to be a lot of work. When someone sends me a link to a new (and frequently contentious!) music video asking my “thoughts?” I hide. Close tab close tab close tab. Time-wise, they’re not actually that bad. Unlike articles, you know exactly how long it will take to finish one, and usually it’s less time than skimming an article! But theoretically, even logistically, they are difficult creatures. This is partly because music videos enter my life as interruptions or interludes into my usual business at the computer — that of writing or reading — and my brain has a hard time dealing with the change in not just media, but genre.
Remember MTV? Remember their top 40 countdowns? Remember YTV’s Hit List? I grew up receiving my music videos not from the computer, but the television, screen. It was ideal, because music videos almost fit into the category of movies-on-TV. They are clips that one could dip in and out of (which is almost necessary when one is often coming into the middle of them, by chance), and that needn’t hold or build to much narrative logic to generate interest.
On TV, music videos resemble casual short films, and are not always immediately distinguishable from film trailers. The Notorious B.I.G.’s “Sky’s the Limit”? Spike Jonze’s short film. Foo Fighters’s “Everlong”? Michel Gondry’s short film. Michael Jackson’s “Beat It”? Both his and Bob Giraldi’s love letter to West Side Story. (Ahhhh music videos and musical theater do not get me started!! But if you want to get started, one word: Madonna.) Britney Spears’s “Lucky”? Short film about the making of a film. Very meta. Very clarifying. Music videos were literally made for television. Generically, they are something between the TV show, the movie, the commercial, the commercial-for-films, and the song — and they know it. But even if it’s hard to be a music video — to get it just right (as Phil’s stunning piece on Arcade Fire this week shows) — the aim is to make this difficulty look easy. As Annie suggested, something that can simultaneously convey surface and depth, as if anarrative nonsense were constitutive of and perhaps even necessary to the genre. Effortless meaning, or meaningless effort! Something like that.
It’s hard to be a music video, and honestly it’s hard to watch them. This is partly a problem of the medium’s time constraints paired its attempt to do too much. The music video is often at cross-purposes with itself: it must sell the song, sell the artist, and sell the album by way of communicating (or, a form of that, which is selling) a particular narrative. In calling the music video a casual short film, I’m getting dangerously close to labeling it as a commercial movie: digestible, easy, and made for some kind of magical lowest common denominator. This is not quite what I mean. As we know, not all anarrative music videos are successful.
Television is an organizing force, and even MTV must propose some kind of structure: countdowns, best ofs, or music video competitions. Often it is about what is winning or popular. But the internet has completely changed the value and exchange-value of the music video, and written commentary or criticism on the music video forces viewers to reconsider these images at a different speed and pitch. I honestly need to sketch graph to parse most of the music videos I watch. But the internet also allows us to rewatch videos in controlled and condensed spurts; this kind of viewing allows certain details and the internal structure of a video to emerge.
I find music videos to be a very complex, extremely loud, and incredibly close-up genre, especially when viewed in isolation on my computer screen. They’re uncomfortable and irritating and if their aim is to be immersive, then I’ve learned to respect this by approaching them on my own terms — in conditions conducive to paying attention. One must prepare for the internet music video! Television meant coming across them by chance, but the internet has perhaps paradoxically done the opposite: it has made the viewer work harder at curating their music video experience. Can you imagine if music videos just popped up while you scrolled websites? I would lose it.
My attempt to offer even the illusion of context back into music video-viewing is to continue thinking of them narratively. It is to consider them as still related to narrative film, or at least television, because I don’t think the music video has entirely forgotten its beginnings. The music video is aware — is, indeed, often hyper-aware, and this is partly what makes attempts at immersion seem so exhausting. The seams, at cross-purposes with one another, are constantly showing, and, as such, viewers often find themselves more at ease when the seams are simply made apparent as part of the music video form. The loudly self-aware music video is rewarding to watch.
Because if the music video is first and foremost televisual, then it must be conscious about its visual and musical oddness in the context of televisual narrative and structure even as it attempts to elide this discrepancy. Taylor Swift’s “We Are Never, Ever Getting Back Together” is paradoxically not about irreversible disconnection, but about seamlessness. It is filmed in one continuous shot, and there is, not incidentally, a prominent transition by way of a television screen.
This 3 minute 36 second music video is an exceptionally self-conscious response to Taylor Swift’s exaggerated brand as a serial dater: her body literally effects the transitions in plot, music, and image.
Swift is especially good at literalizing generic scripts, which makes sense when you consider that her roots are the very narratable country song.
She is a lousy actress, so the blatant embrace of literalizing lyrics through gestures is pronounced in her videos aaaaaand it works!
She both is and isn’t the hot girl in “You Belong With Me.” She both knows and does not know that she’s a princess in videos such as “Teardrops On My Guitar” and “Love Story.” It’s an incredibly hard space for the female pop star to inhabit, especially since any straddling of the pole between self-knowledge and naivety all too quickly generates accusations of narcissism. But how much does she really know?, one asks. To acknowledge Swift’s intelligence is to maintain both a diegetic and extra-diegetic understanding of her music video narrative — to know that she is, in a way, blatantly acting out a stereotype as well as volleying it back at us. It’s, to return to Annie’s post, a way of reveling in spectacle while also allowing the viewer to participate. It’s fun! And perhaps this dual understanding of Swift is also what has been lacking in evaluations of “Bound 2.” At the same time, perhaps the intimacy of “Bound 2” is exactly what makes it difficult to watch. Take the uncanny one step too far, and viewers are irrevocably thrown out of any engaging loop.
If you think that I’m stretching, I would redirect us to what one might consider the simplest music videos — those of pop songs — to see how self-awareness is not just possible in the music video, but actually endemic to it. Even if the music video is largely made for the viewer’s pleasure, it is ultimately to benefit the artist. Interest always lies in the body on display, and the related economic interest is what makes it possible; music videos have, time and time again, capitalized on this fact by thematizing it in visual form. A multiplicity of perspectives is constitutive of the medium itself (it is partly what makes it so exhausting to watch). When the artist is directly addressing the camera, any potential emersion in their pop star aura does not preclude an awareness that we know they know they are being watched. Even when they are, unlike Swift, predominantly singing about you, the presumed viewer, there is never a moment wherein we forget that this music video is largely about them.
Take One Direction’s “What Makes You Beautiful”:
Maybe I don’t know I’m beautiful, maybe I do, but who really cares? What matters is that YOU, ONE DIRECTION, LOOK GREAT. I love how you flip your hair, Harry Styles. Gahhhhhh. See? Immersion by way of a sense of distance — it totally works! The music video is especially conducive to it. It’s also totally why adult women can get close to sincerely and wholeheartedly adoring One Direction.
The gift of the music video is that it doesn’t take much to theorize it; the music video already theorizes itself, theorizes its subject, brings viewers close by suggesting just how far away the singer really is. It’s built into its very form.