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Ummm ... no, I wasn't kidding.

I'm not saying that I love the song. It's a bit mawkish for my tastes. But I do like the video. I like that you can play around with the voices and instruments ... or silence them. Hey, if you wanted to listen to three minutes of just the drums, fine. And compared to the other nominees, I thought it actually tried to do something that we haven't seen 100 times before. It involved someone actually THINKING for a change, rather than imitating someone else.



OK. Maybe I'm ahead of myself here. Take a look at the candidates:

http://www.mtv.com/ontv/vma/2009/breakthrough-video/

For Pete's sake, don't pay attention to the song. This is not ABOUT the frackin' song. I'm talking directorial innovation. Turn the sound down, if the music isn't your style.

This is all my opinion. I am subjective. I do not believe I am alone.


The first video won. Y'know ... the Blink 182 ripoff.

The second. I've seen its cousin ... Just a Gigolo. No, Mr. Roth didn't fall into all the scenes. But it's a similar concept.

The third. Bored me within a minute. Let's see ... singer fights through dancing, moving obstacles to get to his or her love. Tonight, Tonight by Smashing Pumpkins. STILL one of the most innovative videos out there, IMO. (OK .... now time to rip this one apart? Go ahead. Musical taste is subjective.) Actually, haven't there been a few videos like these? Anyway, I watched this "breakthrough" video till the end, hoping that there would be a twist. There wasn't.

Fourth video. OK. This one looked pretty. I could have lived with this one winning. I'm a sucker for "intertwined" scenes ... one scene forms another. Strangely reminds me of Bjork, though. I have no idea why. But it's not a Bjork ripoff. This one did require a bit of work to pull off.

Fifth. I've written my bit on that.

Sixth. This one isn't bad. And it does the "intertwining" thing, too. I would have liked a somewhat better drawing style. Radiohead did the crude-ish cartoon style on Paranoid Android.

Seventh. This one hasn't been done too often ... I'll give Gnarls Barkley that! I'm not sure that's a bad thing, though, in this case. I like the humor in it (what can I tell you ... I like videos with a sense of humor), but it IS a one-joke video.

Eighth. Reminds me of certain types of anime. Maybe that's the point?

Ninth. Artsy video. It's pretty, but we have seen pretty, artsy videos before.

Tenth. Well, I do like the symbolic. almost cartoonish violence. That's about it. But geesh ... symbolic, cartoonish violence? And dismemberment? Done and done. My first thought was the video Don't Come Around Here No More by Tom Petty.

My idea of breakthrough videos?

So much of Spike Jonze and Michel Gondry that I couldn't even begin to list them all. From Jonze: Sabotage, Praise You (hey ... I fell for it), Feel the Pain, If I Only Had a Brain,, more

Gondry ... Whenever I read he's doing a music video, I get all happy inside. The man is a genius. Fell in Love with a Girl, Let Forever Be, Cellphone's Dead, Hardest Button to Button . I can go on all evening. This guy's creativity is amazing.

Mark Romanek ... Hurt, The Perfect Drug (yes, I know that Reznor hated the song), more. Another amazing director.

Other videos: Here It Goes Again, Tonight, Tonight, ... many more. I hope I made my point.

Do I love, love love every one of these songs? No. But I can watch these videos over and over because they are truly a joy to watch.

And while this new video I like might not be a Romanek or a Gondry, it does show a great deal of innovation. Unless you all have seen interactive videos like this 100 times before? Iggy Pop did make one earlier this year, with King of the Dogs . Does anyone here KNOW of many other videos like these?