Inside Nokia Music

Good marketing has become business critical in the world of music today. That’s why tonnes of money is poured into making music videos, but this doesn’t necessarily make them good. In most cases you will find the scantily clad artist in question aggressively gyrating in your face, in a dangerously flashy room, whilst an onlooking horde of baggy-clothed groupies egg them on. You don’t need a million pounds to make an awe-inspiring video, an interesting and original concept will do. OK Go got it right in 2006 with the video for Here It Goes Again, which is a continuous single take of the band performing an elaborate dance routine on treadmills. This video was responsible for the song’s top 40 chart success in both the US & the UK. To date it has received over 49 million views on YouTube and was awarded a Grammy for the Best Short Form Music Video in 2007.

Now OK Go have set the bar, will they attempt to match their own success with another awe-inspiring video? Yes…

Here’s the video for the new single This Too Shall Pass:

I enjoy a good music video when it’s done properly; here are 5 great videos I have recently rediscovered:

Oren Lavie – Her Morning Elegance

Jape – Floating

Björk – All Is Full of Love

The Avalanches – Frontier Psychiatrist

Fujiya & Miyagi – Ankle Injuries