In the summer of 2000, Robbie Williams took the concept of the nude to the extreme in Rock DJ, Y Madonna, which basically had consolidated by itself the concept of video clip for MTV, he did what he wanted in Music, among other things, making fashionable hats all over the world cowboy and to Sacha Baron Cohen.
His creations had the security of a high budget and of being issued at least 10 times a day in the television radio program imperative of the video channel. Only a few years later, Lady Gaga had to work harder to overcome her referents and Amass 200 million views on YouTube in the first months of life of Bad Romance, between 2009 and 2010. At the time it was a record, although it is now very short compared to almost 6,000 million Slowly.
The democratization of the digital video platform opened the format to new musical genres and independent artists who achieved with good ideas an exhibition that was previously out of reach.
This is how the Americans came Ok Go to integrate music into the phenomenon of viral videos. They had recorded purely fun and homemade a deliberately absurd choreography and they decided to upload it to the internet to promote your song A million ways (2005). So many people saw it on its first day of publication that they decided to conceive from that moment recordings expressly designed for the Network.
"They have based their career on this pattern change. In the radios they did not pay attention to them, so they competed with the commercial artists being more imaginative, "explains the British music journalist to EL PAÍS. Sunta Templeton, one of the experts that analyzes the change in The music videos of 2000, space that Movistar + broadcasts (the next pass is Thursday, March 7) and that covers the most complex decade of the music video.
After the Golden Age of the eighties and nineties, in which new talents such as Michel Gondry, Spike Jonze and David Fincher were willing to reinvent the genre, the creation of YouTube in 2005 made these years a period of transition. In a few months, it went from the virtual monopoly of MTV to the absolute freedom of the viewer through the internet. The video channel decided to survive embracing the genre of reality and the video clips opened to new genres.
"MTV had decided that rock would sit in the back seat of pop, and that hip-hop would be even further away. With internet, that hierarchy of musical styles also died. Now all the influences and concepts can mix and unite, "Templeton recalls.
But there were trends during this decade that began to change on their own, regardless of the window they looked out at.
"Women began to take control of their own sexuality. Madonna already exchanged in Music the gender roles with Ali G – the character played by Sacha Baron Cohen – Britney Spears and Christina Aguilera were no longer the girl next door, and singers like Rihanna or Beyoncé arrived to confirm that new attitude. Even being only music videos, they helped many girls and women to rethink their self-esteem and their own image ", comments the journalist.
In 2008, as a result of this new fusion of musical sounds, a new version of a symbol of female empowerment was resurrected, as is the Lady Marmalade (1974), in which Patty Labelle masked the provocation by singing in French her famous chorus.
Here you can find other great videos of the first decade of this century, which are discussed in the Movistar + special.