More about: Music videos

Music Videos are a dying art form. With my childhood ego peaking at the moment of transition from Rorry’s Pop Party to the very grown up MTV, pretty much all my music consumption came hand in hand with an epic visual - whether that was Kelly Rowland texting on an excel spreadsheet on ‘Dilemma’ or Katy Perry squirting whipped cream from her tits on ‘California Gurls’. Either way, I really do miss cranking that Soulja Boy in my living room with my brother, both our eyes glued to that TV screen. 

Now with the big boy streaming platforms commanding music consumption, music videos have been put on the back burner and are very much overdue a revival in to the way we, the mainstream, listen to music.

Here marks the start of the monthly music video rundown - shining some light on who’s getting it very right and who’s getting it very wrong. 

Without further ado, the July highlights and lowlights were…

Hate - Loyle Carner

Loyle Carner asserted his return this month with the unsettling music video for his latest single ‘Hate’. The video, self-directed alongside Greg Hackett, sees the rapper in a nasty bout of road rage, as the camera fixes on Carner hurtling down a country road and physically warring with his back-seat passenger, a clone of himself. A palpable metaphor to the internal war Carner battles, as he furiously spits the stream-of-consciousness lyrics to ‘Hate’, battling with feelings of fear, rage, anxiety and confusion. As the clones continue duplicate and cramp the car, the music video doubles down on the intense claustrophobia of the feeling of hatred. A big deep breath for everyone after this one. - 8/10

Ethel Cain - American Teenager

Americana is the word. Ethel Cain’s home video-esque ‘American Teenager’ visuals hit her small town gothic aesthetic on the head. The mega pop banger itself compensates for the video’s quasi-plain narrative as its scenes flick between Ethel wandering around her sleepy Floridian home town, with plenty of content of the singer in her mother’s old cheerleading costume prancing around the bleachers. With a homage to the iconic painting ‘Christina’s World’ at the end, there is a strong closing sentiment of melancholy and Ethel Cain essential eere. - 6/10

Harry Styles - Late Night Talking

I didn’t wanna have to say this, but this music video wasn’t it. With a huge budget backing and creatives clawing to work on a Harry Styles music video, the ‘Late Night Talking’ visuals can only be labelled as a bit of a disappointment. Especially when you compare it to the iconic ‘As It Was’ music video, that seemingly set the tone for a new Harry era, which has fallen short here. Although the slumber party concept is fun, flirty vibes, it didn’t really serve it’s purpose as the scene transitions lacked fluidity and the aesthetic lacked any uniformity. The absolute bop was not done any sort of justice. Don’t come for me please. 

N.B the video redeems one point for Harry’s epic pyjama set. - 1/10

Quinnie - touch tank

Although I wish the video was a little bit more visually polished, it’s very satisfying to see the visuals and full version of ‘touch tank’ match up to the epicness of the punchy ‘HE’S SO PRETTY WHEN HE GOES DOWN ON ME’ hook that’s been doing the rounds on Tik Tok. The self-directed music video takes places at the Quinnie Aquarium where the singer takes the form of a mythical sea creature which people are lining up to touch, with Quinnie *SPOILER* being freed to the ocean at the end by her lover. With the revival of late 00s/early 10s at the forefront of pop culture, the ‘touch tank’ video reminds me of an old Katy Perry video, in the best way possible. Bring back silly little narratives in music videos. - 7/10 

Steve Lacy - Sunshine ft. Foushee

Steve Lacy kills it once again. Off his debut solo album Gemini Rights, released this month came the glowing track ‘Sunshine’ with frequent collaborator Foushee. Words really cannot describe how much I loved this video. You can pause the video at any point and each frame is completely considered and beautiful. As Steve commences the song playing with his band in an empty lot and the etheral Foushee floats above suspended by a crane, we see the two loves separated. As the symbolism of losing your grounding for love takes place, Steve joins Foushee in the sky to gorgeously harmonize the heart-warming ‘I still love you’ with a setting Hollywood sun backdrop. This one is guaranteed to give you goosebumps. - 10/10

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More about: Music videos