I disagree, and here are my picks for amazing music videos made in the last 25 years.
1. Telephone – Lady Gaga & Beyonce
A ten-minute affair, telling the story of Gaga being bailed out of prison by Beyonce before going on a murderous killing spree. The story’s fun, the production is brilliant, the costumes spectacular, and there’s some pretty gorgeous choreography.
Let’s make a sandwich!
2. We are never getting back together – Taylor Swift
The song is [brilliant/a load of crap] (delete as applicable), but the video is fantastic. I’m generally a lover of one-shot videos, but here’s one that includes multiple sets and loads of costume changes. Fun stuff!
3. Happiness – Goldfrapp
Another one that appears to be one-shot, but I’m not sure it is. This features a guy bouncing around an English street (which must have been bloody tiring). I love the song, but the video is bouncy, uplifting and fun. Bonus points for various cameos from Alison Goldfrapp. Looks like quick costume changes, but I reckon it’s more like pretty slick editing.
4. Come Into My World – Kylie Minogue
Visually quite similar to Happiness by Goldfrapp, this sees Kylie walk round a neighborhood in several loops, and after each loop she’s joined by another Kylie making the same journey. Each loop sees order breaking down a little bit, as people and their situations are duplicated. I love it.
5. Keep This Fire Burning – Beverley Knight
Beverley walks through people’s apartments, collecting residents as back-up dancers as she progresses. It’s bonkers, and I love it.
6. Forever More – Moloko
A wonder of green screen and on-the-fly choreography. Roisin Murphy was filmed dancing to the song, and the dancers were added afterwards, attempting to follow her on a screen. No rehearsal, and a single take. Brilliant.
7. Be the One – The Ting Tings
I can’t even explain why I love this video too much. Boy and girl separated, go searching for each other, find each other, escape together. It’s the oldest story ever, but gorgeously told.
8. Say You’ll Be There – Spice Girls
I can’t think of a Spice Girls video that isn’t amazing, but this was particularly good. For absolutely no reason whatsoever, just a performance in the desert. There was a hint of a story, but I think we stopped caring after the first ten seconds.
9. Torn – Natalie Imbruglia
This is one of my favorite pop songs to date, and also one of my favorite videos. Natalie sings to camera as the story of the relationship that is breaking up is told in the apartment behind her. The video ends with the set being dismantled around her – an obvious but well-handled metaphor.
10. 1234 – Feist
I’m finishing with another one-shot video. This is simple, but fun and colorful. And I love colorful, and I love fun.