“Smashing Pumpkins” (I put quotes around this because the real band is long gone) have announced the latest release in destroying their 90’s alt-rock legacy and stroking the gargantuan ego of frontman Billy Corgan. Oceania drops June 18th, and we can expect it to be overzealous, unfocused, uninspired, and devoid of any hooks or even a hint of songwriting strength heard on Gish, Siamese Dream, or Mellon Collie. While we patiently wait for the inevitable, enjoy this sampling of what once was.
For the most part, when browsing Pitchfork’s recently-posted Top 50 Music Videos of the 90’s, four names dominate: Chris Cunningham, Hype Williams, Michel Gondry, and Spike Jonze. And all four of these men completely deserve their recognition – they all, in their own way, directed only the finest of what is considered to be the best decade for music videos. MTV was still influential and watchable, and the medium of video promotion was still powerful in the music biz.
This burgeoning new phenomenon had transformed into a well-produced, highly-financed, ultra-creative artistic landscape that the 80’s products couldn’t touch. By the time of the 2000’s, however, the luster was lost – the best videos were buried in the over-saturation of the Web, and the “music” cable channels ceased music programming. Still, we have the 90’s – the golden age of the music video, and Pitchfork, more or less, covered the highlights.
There are many personal favorites of mine that didn’t make the cut – perhaps one day I will compile my own list of top videos from the 90’s. While video lists usually lean towards either ranking in terms of influence or innovative spectacle, Pitchfork teeter-tottered between the two, leaning toward the latter. With this in mind, it’s a decent list – like most lists, it has some glaring omissions, which are recognized after the jump.
