It’s a bit amusing for me to advocate for revisiting music videos. Unlike most of my peers, I wasn’t particularly fond of them when they first emerged. However, after years of avoiding the genre and not engaging with mainstream music, I found myself in the ironic position of working at major music networks like MTV and VH1. My journey began in 1991, and what I once dismissed opened my eyes to a captivating world. I learned that the perfect fusion of visionary directors and talented musicians could create four minutes of pure artistry. While the ’80s get nostalgic praise, it’s the ’90s that truly transformed music videos into something significant, far beyond mere sentimentality.
Here’s a round-up of nine standout music videos from the ’90s and 2000s that are worth revisiting:
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Lauryn Hill – “Everything Is Everything” (1998, directed by Sanji)
This video captures the essence of New York City as a vibrant turntable. The romanticized portrayal of the city resonates deeply with me, making it a must-watch. -
Soundgarden – “Black Hole Sun” (1994, directed by Howard Greenhalgh)
I remember the buzz at MTV when this video premiered; everyone gathered to witness its surreal visuals. It’s a moment in music history that feels rare today. -
Fatboy Slim – “Weapon of Choice” (2001, directed by Spike Jonze)
While working at MTV2, this video was a constant delight. No matter how many times it aired, it felt like a gift to the viewers, combining humor and creativity effortlessly. -
Blur – “Coffee & TV” (1999, directed by Hammer & Tongs)
I developed a strong affection for this quirky video during my time at MTV2. My sister-in-law even crafted a hand-painted T-shirt with the iconic milk carton character for me! -
OK Go – “Here It Goes Again” (2006, directed by Trish Sie and OK Go)
This one was a tough choice to include, but with its unforgettable treadmill choreography, it’s a crowd-pleaser for all ages. Just don’t try this at home! -
Smashing Pumpkins – “Tonight, Tonight” (1996, directed by Jonathan Dayton and Valerie Faris)
While Billy Corgan’s voice wasn’t my favorite, this video’s cinematic flair left an impression. It’s a classic that makes me appreciate the song even more. -
Björk – “It’s Oh So Quiet” (1995, directed by Spike Jonze)
Björk consistently collaborates with visionary directors, and this homage to classic musicals is no exception. It’s a delightful blend of her unique style with nostalgic elements. -
Jamiroquai – “Virtual Insanity” (1996, directed by Jonathan Glazer)
This video is a whirlwind of fun, featuring moving furniture and vibrant visuals. It’s hard not to feel uplifted while watching it, no matter your musical preferences. -
Weezer – “Keep Fishin’” (2002, directed by Marcos Siega)
Combining Weezer and Muppets is pure brilliance! Directed by Marcos Siega, who I had the pleasure of working with, this video is a testament to his talent and passion for storytelling.
After my experience at these music networks, I spent additional years at Fuse. It’s wild to think I once disliked music videos yet ended up being paid to enjoy them for over a decade.
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In summary, revisiting these iconic music videos from the ’90s and ’00s can evoke nostalgia and offer a glimpse into the creative artistry that defined an era.
Keyphrase: “90s and 00s music videos”
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