What makes a great music video?As difficult to answer as 'what makes a great song' - it really depends on several factors. For me, it's often a singular stylistic tone that transcends whatever is fashionable, and suggests a brand new aesthetic. Or it could be as simple as a superbly choreographed and edited performance - if the artist/band is mesmerising enough to hold that without the need for bells and whistle. Or just a brilliant, witty concept. And a good track certainly helps.
Has the internet changed the way we consume music videos?
Yes definitely. We now have 'on demand' videos thanks to Youtube whereas before we had to wait for MTV to play the video we liked. There is an overwhelming wealth and breadth of videos to consume thanks to the internet, but whether that means we pay as much attention to music videos as we did back in the day, when you knew Madonna's new video would be played at 8pm on Friday and everyone tuned in... I don't know. It's perhaps all more throwaway now, but that applies to alot of things we can consume online these days.
Do you think YouTube has helped or hindered music videos?
Both. It's a pleasure to be able to tune into your favourite video when you want, but I'm worried about the notion that on the internet you can get whatever you want for free whenever you want. As the music industry lose money due to this phenonmenon, they spend less and less on videos which reduces quality and opportunity, and means talent gets quickly frustrated (and broke) in the video arena and moves quickly onto tv drama, commercials, and all those other areas that are a bit less fun and creative. It is slowly but surely creating a talent drain, and videos will be less ambitious, have less scope. I don't see it as remaining a breeding ground for the new Gondrys, Cunninghams, Jonzes, who then go onto make fantastic films on the back of learning their craft in videos.
What’s the future of music videos?An increase in hobbying directors springing up, brandishing their Canon 5D's and shooting lo fi but hopefully exciting videos for their mate's band. The end of shooting on film, which is very tragic.
