Huge amounts of planning and concept design go into these short films, originally made as promotional films to increase record sales, which became a proving ground for hundreds of film-makers.
Below is a deliberately eclectic mix of music videos which I think are great, or are noteworthy, or broke new ground.
Amazon Shop
High Concept
R.E.M. Imitation of Life (2001)
Directed by Garth Jennings.
Filmed using 12 Super 8 film cameras, whose shots were merged to create a 20 second cilp, which is zoomed into and out of, and played forward and in reverse.
OK Go
This band have made the creation of incredible music videos their USP since their treadmill video went viral in the early days of Youtube. Even before that, they distributed DVDs at their concerts so fans could learn the dance moves.
OK Go – Here it Goes Again (2006)
Directed by OK Go and Trish Sie
OK Go – I Won’t Let You Down (2014)
Creative Director: Morihiro Harano
Art Director: Jun Nishida
Director: Kazuaki Seki and Damian Kulash, Jr.
Choreographer: furitsukekagyou air:man
Kylie Minogue – Come Into My World (2002)
Director: Michel Gondry
Jamiroquai – Virtual Insanity (1997)
Director: Jonathan Glazer
Weezer – Buddy Holly (1997)
Directed by Spike Jonze
Filmed at the Chaplin Studios in Hollywood on a replica of the Happy Days TV show set, and featuring a guest appearance by Al Molinaro (reprising his role from the TV show)
Powerful Close-Up
Sinead O’Connor – Nothing Compares 2 U (1990)
Directed by John Maybury
Radiohead – No Surprises (1997)
A single tight close-up of lead singer Thom Yorke
Director: Grant Gee
Producer: Phil Barnes
Cinematography: Dan Landin
Choreography
Fatboy Slim – Weapon of Choice (2001)
Directed by Spike Jonze
Starring Christopher Walken
Jungle – Back on 74 (2023)
Director: Charlie Di Placido
Director: J Lloyd
Choreographer: Shay Latukolan
Michael Jackson – Billie Jean (1983)
Directed by Steve Barron
Michael Jackson – Thriller (1984)
Directed by John Landis
Beyonce – Single Ladies (2008)
Directed by Jake Neva
Choreographed by Frank Gatson Jr. and JaQuel Knight
Daft Punk – Around the World (1997)
Directed by Michel Gondry
New Order – True Faith (1987)
Directed by Philippe Decouflé
Animation
A-ha – Take On Me (1986)
Directed by Steve Barron
The White Stripes – Fell In Love With A Girl (2002)
Directed by Michel Gondry
Peter Gabriel – Sledgehammer (1987)
Directed by Stephen R. Johnson
Produced by Adam Whittaker.
Claymation, pixilation, and stop motion animation provided by Aardman Animations and the Brothers Quay.
Epic
Duran Duran – The Wild Boys (1984)
Directed by Russell Mulcahy
Iconic
Bonnie Tyler – Total Eclipse of the Heart (1983)
Directed by Russell Mulcahy
History
Queen – Bohemian Rhapsody (1975)
Directed by Bruce Gowers
Filmed at Elstree Studios
The success of this promotional video (known as a pop promo at the time) guaranteed a strong future for this short film art form. Instead of being a pure performance video, the imagery linked perfectly with the glorious audio, and while it may have been first created to avoid the need for Queen members to attempt to lip-sync to it on TV’s Top of the Pops, it led to music videos becoming standard policy for all single releases.