It might seem odd for me to be advocating for music videos, especially since I wasn’t a huge fan during their heyday. Unlike many of my peers, I initially avoided them. However, my career took a surprising turn when I began working at MTV, VH1, and MTV2. Starting in 1991, I discovered a vibrant world I had previously overlooked. My initial skepticism faded as I learned how a brilliant collaboration between a director and a musician could create four minutes of pure visual art. While the ’80s are often celebrated for their music videos, it was the ’90s that truly transformed the medium into something unforgettable.
Here’s a curated list of nine music videos from the ’90s and ’00s that are definitely worth revisiting:
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Lauryn Hill – “Everything Is Everything,” directed by Sanji (1998)
The video opens with the iconic sounds of New York City, transforming it into a vibrant turntable. As someone who cherishes the romantic vision of New York, this one resonated deeply with me. -
Soundgarden – “Black Hole Sun,” directed by Howard Greenhalgh (1994)
I remember being at MTV when this video premiered. The energy in the office was palpable as staff gathered to witness it. It was a rare and glorious moment in music television history. -
Fatboy Slim – “Weapon of Choice,” directed by Spike Jonze (2001)
During my time at MTV2, this video was a consistent favorite. Even after countless viewings, it felt like a delightful surprise each time it aired. -
Blur – “Coffee & TV,” directed by Hammer & Tongs (1999)
I quickly fell in love with this quirky video while working at MTV2. My sister-in-law even hand-painted a T-shirt featuring the adorable milk carton character from it. -
OK Go – “Here It Goes Again,” directed by Trish Sie and OK Go (2006)
Choosing which OK Go video to highlight was tough. While “A Million Ways” was a groundbreaking low-budget gem, the treadmills in this one are truly mind-blowing. Kids will adore this one! -
Smashing Pumpkins – “Tonight, Tonight,” directed by Jonathan Dayton and Valerie Faris (1996)
Despite my friends’ enthusiasm for the Smashing Pumpkins, I found Billy Corgan’s voice a tad grating. However, watching this video again made me appreciate both the visuals and the song itself. -
Björk – “It’s Oh So Quiet,” directed by Spike Jonze (1995)
Björk has an incredible knack for music videos. This piece, reminiscent of classic musicals, showcases her unique style in a delightful way. -
Jamiroquai – “Virtual Insanity,” directed by Jonathan Glazer (1996)
With its funky hat, moving couch, and odd insects, this video is a joy to watch. No matter your musical preferences, it’s hard not to smile at this one. -
Weezer – “Keep Fishin’,” directed by Marcos Siega (2002)
Combining Weezer with the Muppets was an ingenious idea! Marcos Siega, who directed this video, worked with me on a game show at MTV and managed to fulfill his dream of directing. Plus, who doesn’t love a good Muppet moment?
After my time at those networks, I spent seven years at Fuse, and I still marvel at how I once disliked music videos while now getting paid to watch them for over a decade.
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In summary, these music videos not only represent a vibrant era in pop culture but also showcase the creativity that flourished during the ’90s and ’00s. Whether you’re revisiting old favorites or discovering them for the first time, they remain impactful pieces of art.