From MTV to TikTok: The Enduring Importance of Music Videos
Award-winning director Shane Drake recalls how influential the music video for Michael Jackson's Thriller was for him as a child growing up in California. At just nine years old, he was struck by how it engaged viewers in a captivating way, unlike anything seen before in films or on television.
Drake’s career path has been quite varied, starting from aspirations to become a doctor to working as a biochemist, and even training to be an ordained minister, before finally discovering his passion for directing music videos. He has collaborated with several high-profile artists such as Taylor Swift, Keith Urban, and Panic! At The Disco, earning accolades including awards from MTV and the Country Music Association.
At a recent event, the Clipped Music Video Festival held in Sydney, he discussed the current state of music videos and their significance for artists, even in the face of modern platforms like TikTok. Drake points out that while times have changed, music videos remain a crucial tool for artists to express themselves and connect with their audience.
In the past, record labels would spend lavishly on music videos, sometimes investing a million dollars on a new artist in hopes of launching their career. However, today, music video budgets are more restrained, mainly spent on artists who have already shown potential. "Now, the majority of videos are produced for under $100,000," Drake explains. This change reflects a more measured approach to marketing in the music industry.
Drake expresses admiration for Taylor Swift, who he worked with early in her career. He describes her professionalism on set, stating, "When it’s time to say ‘action’, she just lights up. The Christmas tree lights turn on." He credits her for having a clear vision for her work, which aligns with the movement we see today where artists like Billie Eilish also take on the role of director for their own videos.
Discussing the evolution of music videos, Drake acknowledges that while the sexualization of female artists has existed for years, recent trends have seen artists like Swift and Eilish manage their brand without resorting to outdated cliches. "Sex will always sell, but it’s crucial to portray artists authentically in their own context," he adds.
Ultimately, music videos function as promotional tools for artists, serving as commercials for their music. As Drake puts it, "The commercial is for the band’s song. It encourages fans to purchase albums, attend concerts, and buy merchandise." Despite originating as art forms, the primary goal remains commercial.
Many iconic film directors have contributed to music videos over the years, yet Drake holds a different ambition: creating his own film and television projects. He is currently developing a series inspired by the emo generation he experienced while growing up.
Concluding his thoughts, Drake maintains that although the landscape of music videos has evolved dramatically, their fundamental importance for artists remains unchanged.
music, videos, creation