“This Too Shall Pass” – badass music videos in the post-video age


Sure, the song title is Jewish…but we’re not really talking about anything Jewish, just a heads-up. Though it is interesting that the name of OK Go’s newest hit song is a popular Jewish phrase (often inscribed on jewelry, such as Yeshiva Girls rings), I could not find any relationship between the song/band and Judaism.

So let’s instead talk about badass music videos, which “This Too Shall Pass” certainly is. We’re gearing up over here for the Washington Jewish Music Festival, and though we certainly listen to some terrific music, we definitely don’t see any music videos! These videos used to be prime advertising opportunities for musicians and  bands – see a cool video, buy the CD, right?

But since CD sales are down, pirated music is so easily accessible, and even legal, purchase of MP3s is also so easy, nobody wants to make the  videos anymore. But we still want to see them, even if MTV disagrees (noted by their official dropping of “Music Televison” from their network description).

Even if musicians don’t have MTV to showcase their awesome videos, thanks to this whole internet evolution, they have YouTube, Vevo, and the ability to go crazy viral. OK Go created the video for “Here It Goes Again” independently of their record label (which they have since left). With little more than four  treadmills, a camera, tripod and killer choreography, they created a web phenomenon – and probably a whole new fan base.

But some artists want to make their videos with some more money, which is fine too, if they have it. Lady Gaga’s new music video for “Telephone,” featuring Beyonce, is completely ridiculous…but I can’t stop watching it! The costumes, the storyline…the song, meh, not so much. But give me a telephone hat and glasses made out of cigarettes, and I’m on board!

So what’s my point? Nothing huge…I just want you to watch these music videos! Explore the internet, and find those videos that speak to you…dig out those old videos that were so fun to watch 15 years ago. I’m sure you’ll discover that music videos are a form of entertainment you have seriously been missing in your life.

And then don’t forget to check out the Washington Jewish Music Festival on June 6-13 (line-up to be announced soon!). Maybe you can talk our bands into creating some viral videos for your viewing pleasure.

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