Wednesday, January 03, 2007


My brothers and sisters, now is the time. I could not sit by and idly watch things continue the way that they are. Now is when "a change is gonna come." NOW, is the time to make a difference! I implore you, I beseech you, I beg of you to join with me in the forming of the foremost organization for the improvement and advancement of the music video. The National Association for the Advancement of Music Videos (The NAAMV), will be the pre-eminent authority in helping to bring music videos to the level that they need to be.

Why the need for such an organization you ask? Because we've been had! We've been bamboozled! We've been led astray my peoples! Videos have become so rife with cliches and we have become oblivious to them. It's time to expect more. In this new year of 2007, we must purge ourselves of many of the things that have become staples of these things that purport to be music videos. Let's use the following video to point out some of the things that we need to be on the lookout for.

This video belongs to our good friend... Jim "I'll smack the holy living..." Jones

Please note that within the first ten seconds, we already have a number of video cliches. There are two car closeups including the double whammy of the girl and car (a favorite of the "rap stars"). We are also given the tape measure to further emphasize just how big everything is.

The next big cliche is the posse shot. This has been around for quite some time, and will probably never completely die. (Think Naughty By Nature, Tribe Called Quest, etc.) This shows how the 'artist', Jim Jones in this case, is so cool. Not only can he do his dance, but all of his friends can too. Don't get me wrong, the posse shot can be great. It can show how much fun your group is having, and that is fine. But when used incorrectly, like above, it is just another terrible cliche.

This is followed by one of the best cliches out there right now. The throwing of cash. If you didn't realize how rich they all were in the first 15 seconds of the video, you will now.

The rest of the video pretty much follows suit: cash, cars, scantily clad girls, and "jewels". It's a veritable plethora of hood-rich cliches, and its fantastic. The lifestyles of the rich and famous guy would be rolling in his grave... if he's dead.

We need to go back to when videos were actually about the songs that they went with. Get rid of the closeups of brand names and bring it back to enjoying your music. Who cares if your jeans have a pretty logo on the butt? (Didn't that used to only be a girl thing? Just saying is all... ) And all that ice-grilling and posturing only makes you look like you need a hug.

An example of a video that stays true to its lyrics... (This was the video of the summer in '96... scared a lot of people, and it even had a Reservoir Dog-esque posse shot)

We're at a crossroads my friends. Let's get back to the side of light. Will you join me?

The preceding message has been brought to you by The NAAMV and viewers like you.

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