![]() ![]() ![]() Thanks to director Esteban Diacono, we now know would happen if Spike Jonze helmed a video starring Gritty’s bizarro-world twin. While the strangely syncopated tune plays out, a faceless creature covered in shaggy fur shimmies and shakes inside a studio warehouse as various backdrops rotate in and out. This year, the imposingly talented Laura Marling and Mercury Music Prize-winning producer Mike Lindsay teamed up to form LUMP, whose haunting “Curse of the Contemporary” gave us one of 2018’s weirdest psych-folk delights – and the video is even kookier. A clever and winning spin on a tried and true country happy ending. But as he doubles back to correct his error (in Chariots of Fire slo-mo), all of a sudden the rest of his small town helps in the effort - throwing him flowers and handing him water and even allowing him to do a hood slide on the way to belatedly performing the titular action. Jeff Venable)Īt first It seems like it’s gonna be just like the great majority of nostalgic, wistful country music videos - a young Morgan Evans proxy fails to risk attempting a goodbye smooch with the young girl he just bade farewell and is racked with immediate regret. The five-and-a-half minute long music video is powerful and emotional, and it became one of YouTube’s 10 most-viewed music videos globally in 2018. ![]() Director Nuno Gomes is a storyteller, and here, he pulls at your heartstrings with this tale of a man who gets in a serious car crash and has flashbacks of his relationship with his ex girlfriend, who ultimately witnesses his death at the hospital. The first time I saw Reik’s music video for “Me Niego” featuring Ozuna and Wisin, I cried my eyes out. There’s something beautifully surreal about watching 20 Phoebe Bridgers running across a trampoline floor or hitting a piñata (also shaped like Phoebe Bridgers), so much so that you might forget to look for Bridgers herself among her doppelgangers. Like Sia before her in videos like “Chandelier” and “Cheap Thrills,” Bridgers crafts a winking response to her trademark look in “Scott Street,” this time with a whole posse of wigged imitators. Phoebe Bridgers’ poised and wistful indie-folk music doesn’t have much in common with Sia’s anthemic pop songs, but the two do share one thing in common: instantly recognizable platinum-blonde hair. The invocations feel authentic even mini-Drake has the combination of light external awkwardness but unmistakable internal resolve that undoubtedly still made the real Young Aubrey one of the popular kids at an early age. Smith)Ĭasting kid versions of rap stars has been a bulletproof music video concept for at least 20 years already, but “Bigger Than You” does well not to try to recreate the IRL universe of three of rap’s biggest names. Instead, it just lets their teen doppelgangers swag out at study hall for a couple minutes. Make your own “milkshake cow” puns here as warranted, certainly, but for at least a couple of weeks, Doja Cat was a dream example of music video virality in 2018: an artist who deserved more attention than she was getting and made a music video bizarre, creative and captivating enough that it was all but ensured to get it for her.
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