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‘This is an art form – and we’re losing it’: is the music video dying?
Pop promos were once cultural events almost as important as the music they promoted. In an era of easily digestible bite-size content, the art form is in danger of being lost for ever
“Asking people to stay on one page for the full length of a track in an era of scrolling is really difficult,” says Hannah T-W, an artist manager and the former head of music videos at production company Somesuch. (One office I worked in came to a standstill so everyone could watch the YouTube premiere of Lady Gaga’s Bad Romance, a pricey visual feast of white latex, Thriller-esque choreography and bed-based incineration.) The TikTok stuff won’t stick in people’s memories for 40 years Sarah Boardman and Joceline Gabriel “We’re hungry for greatness right now,” agrees Calder, whose work on the Canadian pop star Tate McRae’s recent album campaign – including sleek and stylish performance-based visuals that recall 00s Britney and look like, according to Calder, they “belong on MTV, not on TikTok” – has bucked the trend of diminishing returns from videos, and elevate McRae beyond pop’s mid-tier.
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