It may seem unusual for someone in my position to advocate for music videos, especially considering my initial indifference towards them. Unlike many of my peers, I didn’t have much enthusiasm for music videos when they first emerged. However, my perspective shifted dramatically after years of working with music networks like MTV, VH1, and MTV2. I started my career in 1991, and that experience opened my eyes to a vibrant world I had been overlooking. I learned that when talented directors collaborate with musicians, they can create four minutes of pure artistic brilliance. While the 1980s are often celebrated for their music videos, it was during the ’90s that the medium evolved into something truly noteworthy for reasons beyond mere nostalgia.
Setting aside icons like Michael Jackson and Madonna—who could easily dominate any top 10 list—here are nine music videos from the ’90s and 2000s that are worth revisiting. Perhaps they will rekindle some memories for you as well.
- Lauryn Hill – “Everything Is Everything” (Directed by Sanji, 1998)
The video opens with the sounds of a needle dropping, transforming New York City into an unforgettable turntable. As someone who holds a romanticized view of the city, this piece resonated deeply with me. - Soundgarden – “Black Hole Sun” (Directed by Howard Greenhalgh, 1994)
I was at MTV when this video premiered, and the atmosphere was electric as colleagues gathered to witness its debut. It was a moment that felt magical and unique, a rarity that’s hard to find these days. - Fatboy Slim – “Weapon of Choice” (Directed by Spike Jonze, 2001)
While working at MTV2, this video became a delightful constant in our office. Its charm never waned, making each viewing feel like a special gift amidst our busy day of nonstop music videos. - Blur – “Coffee & TV” (Directed by Hammer & Tongs, 1999)
I fell head over heels for this quirky video while at MTV2. Its uniqueness captivated me so much that my sister-in-law, an artist, even hand-painted a T-shirt featuring the iconic milk carton character. - OK Go – “Here It Goes Again” (Directed by Trish Sie and OK Go, 2006)
Choosing this video was a tough decision, as I almost included their earlier work, “A Million Ways.” However, the creative use of treadmills in this video is unforgettable. It’s perfect for engaging younger viewers. - Smashing Pumpkins – “Tonight, Tonight” (Directed by Jonathan Dayton and Valerie Faris, 1996)
Though I was never a fan of Billy Corgan’s voice, I couldn’t deny the power of this music video. Watching it again today reveals that the song itself is rather impressive too. - Björk – “It’s Oh So Quiet” (Directed by Spike Jonze, 1995)
Regardless of opinions on Björk, she has a knack for creating captivating music videos. This one pays homage to classic musicals while showcasing her avant-garde style. - Jamiroquai – “Virtual Insanity” (Directed by Jonathan Glazer, 1996)
With its unforgettable imagery—think hats, moving furniture, and dancing—this video is sure to lift your spirits. It appealed to a wide audience, transcending individual musical tastes. - Weezer – “Keep Fishin’” (Directed by Marcos Siega, 2002)
The combination of Weezer and the Muppets creates pure magic. Marcos Siega, who directed this video and worked with me at MTV, achieved his dream of directing while charmingly integrating the beloved Muppets into the mix.
After my time at MTV and its affiliates, I spent several years at Fuse. It’s amusing to reflect on my past aversion to music videos, considering I spent over a decade immersed in them. If you’re interested in more engaging content, explore this informative blog post. For further insights into home insemination, check out this excellent resource. Additionally, for individuals looking to enhance their fertility journey, consider visiting this authority on fertility supplements.
Summary
This article revisits nine influential music videos from the ’90s and 2000s, highlighting their artistic value and cultural impact. From Lauryn Hill’s emotional storytelling to the whimsical charm of Weezer’s collaboration with the Muppets, these videos exemplify the creative heights reached during this era.