Sunday, 13 March 2011

The Music Video

     It has been two weeks since the release of Lady GaGa's 'Born This Way'  video and despite being described as GaGa at her best and most individual, its success has been dwindled by that of her previous efforts. Although its view count is undoubtedly impressive - more than 17 million views in two weeks is nothing to frown upon, even if you are the 'Beyoncé Clown', but in the case of GaGa her 'Telephone' video managed to achieve this in just four days.

     Moreover, whilst the 'Telephone' plot is undoubtedly enjoyable it is arguably a bit too random for the song itself, and despite the fact that the 'Alejandro' video has been an artistic success, its 'Cabaret' and Madonna inspired qualities are not quite as GaGa as certain fans would have liked. 

     However, 'Born This Way' is completely GaGa and its unbeaten success in iTunes sales,would suggest that its video would achieve a similar view count to that of 'Bad Romance', but it hasn't. Suddenly 17 million views doesn't seem quite so impressive when you compare it to the 350 million pus views of the, SS 2011 Alexander McQueen heel-featuring, 'Bad Romance' video.

So why does 'Born This Way' seem to tag behind its predecessors like a 'My Little Pony' would in race of well trained thoroughbreds? 

      Perhaps it is because it lacks shock value - but then Lady GaGa giving birth to an entire race of humanity is 'shocking', or maybe it's because it lacks a brilliant choreographed routine - but surely Lady GaGa's united and simple hand raising is one of her most intriguing moves yet, or is it due to the fact that 'Born This Way' lacks the intriguing concept of its predecessors - well no, the battle between good and evil, although commonplace, is wonderfully unique under the hands of 'mother monster'. So where has she gone wrong?

      In all honesty, she hasn't gone wrong. It's just that we as humans are ever so-easily bored, and the fact that this is GaGa's fourth, seven minute plus, 'OMG' feature stops it from being as innovative as the first. We can now place GaGa's creations into a 'shock filled box', just as you can gather the majority of today's artists together and place them in an 'uninspiring dance routine, which happens to feature mild nudity' box. 
      What is sad is that, although GaGa's box is undoubtedly more exciting than the other, it is still a box. Thus although, it would seem that GaGa has now managed to perfect her artistry, we do not feel the same excitement upon watching 'Born This Way' as we did 'Telephone'. 
     'Telephone' was, quite clearly, completely different to anything we had seen before. It reminded us of the days when Michael Jackson and Madonna would invent unimaginable concepts and push past the boundaries of the music video. One need only look at the likes of the banned, but brilliant 'Justify My Love'  and  the renowned 'Thriller' to understand that they, like GaGa, took the word artist to the extreme.

      GaGa's wacky, individual, occasionally murderous, fame-mocking qualities are now expected of her and the music video isn't considered to be the exciting, artistic form of promotion that it was in the 80s. Artists now depend on the radio, Internet and music download sites for sales, not videos and so they're visually creative minds needn't be challenged in the way in which GaGa challenges hers. 
     However, we all crave to be satisfied by sight, fashion proves the fact that images can change your perceptions. Music videos can change your perceptions of both an artist and a song. The music video, allows artists to create images as memorable as our favourite fashion moments - Britney's  'Baby One More Time' school girl routine, is just as if not more unforgettable than Christopher Kane's neon-filled debut collection.
     Thus watch GaGa's videos, the old school videos and any others, which happen to be artistically creative because the music video is the indulgence of pop culture; it combines both image and sound to create a sensational feast. It fuses together our favourite fashion labels with our favourite music artists and quite frankly it is time for us to dig in.

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