Back in the day, the leadup to the premiere of an anticipated music video was an event, awaited eagerly the way we wait for trailers for a summer movie tentpole. Artists were expected to come out with something worth the wait, and anything less was an insult to the diehard fan.
Not anymore. Not really, anyway. It’s the age of throwaway culture and handheld computers, so anyone can skip the middleman, spend five minutes and make their own music videos. Like these three.
Nicki Minaj, Chun-Li
Does anyone remember when Jennifer Lopez was the one with the booty? We were babies. Look at this. Camera? Check. Giant ass? Check. Nicki Minaj definitely puts the ass in asset and I can’t hate her for working that moneymaker, because if you’re going to commit to having a butt that big what’s the use of not shaking it? While bonered-up fanboys may forgive the crappy lighting, I think it could’ve done with a little less neon pink wash. I don’t get why Chun-Li needs the wi-fi password and Barbie Tingz is lyrically stronger than this, but eh. It’s no Super Bass, but it’ll do for a few replays.
Taylor Swift, Delicate
In a bid to make the world forget that the original video for Delicate is a blatant reenactment of a Kenzo perfume ad, Swifty releases a Spotify video version of Delicate, featuring just… her. In a field. Mouthing lyrics in the sunlight. Lighting-wise it’s loads better than Chun-Li, but its still the visual equivalent of not giving a fuck. It’s clearly the one take, it’s a wrap, I gave people effort with the other video and they shat on me so here ya go kind of vibe. While the video sucks, the single does not and its tropical chill vibe makes it very easy listening.
Maroon 5, Wait
Leave it to notoriously narcissistic Adam Levine to nail the vertical selfie video on the head: utilize an entire array of Snapchat filters, pretend your band doesn’t exist, and just wander around your huge mansion rocking out to a catchy song and being cute. I know a few girls and gay men whose ovaries regularly explode over Adam Levine, and this video for Maroon 5’s Wait isn’t going to help their already battered reproductive areas any. The band did release another professionally shot video for Wait, which features the many looks of Alexandra Daddario and a truly fantastic closing montage, but this first one is a lighthearted romp full of charm and whimsy.