First up, check out this music video for Low vs. Diamond – Heart Attack, directed by Marc Klasfeld. I’m really feeling this:
What a simple and great concept. I love how subtle the aging effect is, it took me a few moments before it registered, “wait, they’re…they’re getting older!” The effect isn’t perfect and the compositing gets a little shoddy near the end, but the slow aging over 3 long minutes sounds like a VFX nightmare and I think they pulled it off beautifully.
In the end, the close-up intimacy, stark black background, and simple yet unique execution actually left me feeling a little emotional…which I think wouldn’t have happened if I had just heard the song on its own. And that’s exactly what a music video should do.
Check out a Q&A on how they pulled it off here.
Now for something a little less subtle and a little more…jiggly. Beyonce – Single Ladies (Put a Ring On It), directed by Jake Nava:
Now I’m not the biggest Beyonce fan in the world, and when it comes to R&B diva music videos, they all usually look/feel the same. But that’s why this video stood out to me. No flashy camera moves, no MTV style “hey let’s make a cut every split second” editing, no crazy special effects, no elaborate set pieces. Just a singer and her two backup dancers (okay and a bionic hand).
Unlike most hip hop videos these days, I love how you can actually see the entire dance choreography without being consantly interrupted by hyperactive editing and millions of unnecessary close-ups. The performers fully carry this video, not the other way around. And the retro “60’s variety show” vibe feels fresh when coupled with an all-white background, occasional camera zooms and well-timed lighting changes.
Watching the video, you get caught up in the frenetic pace and intensity, and by the time the song finally ends, you feel just as out of breath as Beyonce does – all without needing to rely on cliche flashy editing. Well done B. (And you gotta love that cocky smile when she flashes the rock Jay-Z gave her. Well done Hov.)
