Lady Gaga’s lyric video for “Applause”
Katy Perry and Lady Gaga both released singles this week ahead of schedule due to leaks (duh, welcome to the internet and 2008). Along with their single releases, they both have released lyric videos to go along with their singles. You know, to give the drooling pop obsessed masses (yo what up thats me 2) something to look at while the real video gets made, and so the artist/record label can make official money off the ads from youtube. Holla fo that dolla. But really, have we entered a new era of the music video?
The first music video to ever grace MTV was The Buggles “Video Killed the Radio Star.” LOL. 4shadowing FTW. MTV gave music videos a great place to live until they decided ain’t nobody got time fo that shit. They cut down the regularly scheduled music video programming to an hour and a half after school on Total Request Live, or belovedly, TRL. In case you were living on Mars, Russia or a home where your parents banned television (my condolences), TRL was awesome. It was a place where kids got to call in (USING LANDLINE PHONES!!!!!) to request their favorite music videos and hopefully get their Britney or NSYNC vid to the number 1 spot. It was such a big fucking deal. I actually miss it.
Since TRL’s cancellation in 2008 (R.I.P. 4ever and PLEASE bring this show back on the internet. seriously. SRSLY), the music video has had a pretty much exclusive internet platform, because let’s be real: MTV2 couldn’t even keep to its word that it would be the real music video channel, and VH1 LOL. Throw in internet file sharing and the money-losing scramble of the music industry over the past decade, our poor little Music Video has suffered quite a lot in quality, budget and creativity.
However, out of a seemingly doomed medium of sonic visual expression came a little thing called the Lyric Video. It’s a modest, bastardly child of the once great Music Video. The first lyric videos started off with horrible fonts and and a gross blue screen. You’ve seen them. They’ve come a long way since Windows 2000 though. Now they’ve got pretty colors and exciting fonts. The joy!
Somewhere along the line, a music exec/artist/manager not completely fucked up on blow realized how many views theses videos get, how CHEAP it is to make them, and how useful it would be to slap ads on an official lyric video and make some extra dollaz.
Good job, music industry. It only took you about 8 years to figure that shit out.
Anyways, it seems more and more with big time releases to put out a lyric video while the actual video gets made, if one even gets made. The lyric video has sort of become a toe in the water to see if a real music video would be a lucrative venture or a compete waste of time and money. But is this creating a greater creative divide between video formats for songs? If the lyric video is the cheap, low-key video version of the song, then will real music videos in turn become something more cinematic? Maybe. Hopefully. We’ll see.
Taylor Swift released both a lyric video and an official video for her single “We Are Never Getting Back Together.” Swift’s lyric video has over 27 million views, and the official video has nearly 175 million views. That’s over 200 million views combined. That’s a lot of fucking views.
Selena Gomez, Justin Bieber, Demi Lovato and Ke$ha have all released lyric videos this year for songs. If it hasn’t become a huge norm to release a lyric video, it’s going to be. Especially since both Katy Perry and Gaga released lyric videos quickly after their songs leaked. It’s a great way to make a little quick, extra money ahead of a budgeted music video, give the fans something official to watch and deliver a cheaply made but (hopefully) creative video to accompany a new single.
After all, throwing money at something like art doesn’t always make it good. Put restrictions in place, like money, time and scrolling lyrics, and see how creative artists can get within those boundaries. Who knows. We may have our next piece of musical cinematic brilliance in a 2 Chainz lyric video. Maybe not. All I know is, we are entering a new era of videos made for visually enjoying and interacting with modern music. Thank god a new creative platform has come to the music industry, cuz it’s about goddamn time.