In a genre where everything ‘has’ to look expensive, pop videos can quickly rack up huge costs.
The downside to this, however, is that the cheaper videos are easy to spot. A box set, a lighting rig, or perhaps a video not featuring the artist at all – all Hallmarks of a low budget. The most frustrating instances of this are when the song at hand is a f*cking banger (looking at you, Cut to The Feeling). So I’ve done what I do best – making lists – and compiled a few of pop’s finest moments that didn’t get the justice they demanded.
Britney Spears: Break The Ice
Released as the third single from Blackout, Break The Ice is perhaps Britney’s most-underrated single. A video featuring Britney was planned – but rightfully scrapped to allow her to prioritise her personal life (or at least that’s what I hope was the reason). In a rush to release something in the way of a video, the animated video was created instead. Ultimately, it doesn’t do the song justice, but commercially it fared well enough for general public enjoyment.
Tegan and Sara: U-Turn
You could replace this with any Tegan and Sara song and it would still work – they are criminally slept-on. U-Turn was only a promotional single, but this shimmering, synthy gem deserved more than, well, a cardboard cut-out car. Thankfully the track is good enough to shine by itself, especially when listened to amongst the rest of Love You to Death.
Fifth Harmony: Sledgehammer
Pre-Work From Home Fifth Harmony was almost comical – touring shopping malls and almost no marketing budget. Remember earlier how I mentioned box sets and lighting rigs? This video. Unfortunate perhaps, seeing as this track is a lot better than its cringe-worthy predecessor – BO$$ – which was given lead-single treatment.
I’ve never understood why the video for this song was so divergent from the lyrical content. Madonna’s lyrics are cold; she’s discarding an ex-lover that did her wrong. Yet the video is somewhat comical, becoming a weird, futuristic dance-off no different from the Hung Up video. Seeing as the Confessions album concept was inspired by the New York club scene, I’ve always felt Madonna could’ve explored that further with this track.
Daniel Bedingfield: Gotta Get Thru This
Despite being a throwback, this track still sounds very current (perhaps because Fifth Harmony used a very similar synth-line on Work From Home). Regardless, the video features Bedingfield in pursuit of a woman seemingly trying to avoid him in various London locations. My issue with this video is that it is so club-ready that the video becomes a bore to watch. However, it was a product of the early 00s, and concepts were always a bit odd then weren’t they?
Katy Perry: Dark Horse
Evidently, this video wasn’t low-budget. That’s kind of the issue with it. Perry’s style before this track was always excessive and typically pop, but Dark Horse gave her renewed opportunity. The track is haunting, minimal and very sultry, creating space for visuals to match. Unfortunately, she stuck with trite humour, something that she’s continued to bring into 2017 with Witness. I’m starting to think that’s maybe all she can do.
Little Mix: Touch
Now girls, if you’re sitting on a track this incredible, take the time to do it justice on-screen too. The single peaked at #4 in the UK, but imagine if it had a video as acclaimed as say, New Rules? Granted, the tit-jiggle at the end is great, but the rest of the video is spent waiting for something cool to happen, or a set change, or… frankly anything.
Discover the best in new music and today’s top artists with Amazon Music Unlimited. Start your 30-day free trial now.