Guest Star: "Kanye West Is Daring People To Not Look At Music Videos The Same Way" -David Rousseau
Friday, Aug 27, 2010 4:00PM
[Lil Wayne's "Roger That" music video director David Rousseau explains why Kanye West's "Power" visual may revolutionize the industry.]
The interesting thing about the "Power" music video is if you know a little bit about it, the dude who did it, Marco Brambilla, he does exhibits and all types of things like that. He's an artist and so what it does, when you look at the video, it opens the door. Now, you have to go to a museum or an art exhibition to see a video. What if now videos weren't something you just watched on TV or you watched it on the Internet?
What if now, there was an event? Let's say you had to go out to a museum or or you had to go out to an art exhibition to see a video? So now, with something like Kanye West's "Power" music video, basically what it's doing is saying, don't think of a video as just a promotional thing or something that people put on YouTube or they put on MTV, what if now a video is an art? What if it is an art form, which it is, it's always been an art form but now, Kanye West "Power" music video is opening the door and saying let's take it to another level. He's saying let's take it out to an event.
It's almost like you are now going to almost have to buy a ticket to go see the Kanye video. This is something that could make people think, "OK, I need to get up, get my a** out of bed and go to a museum to see this." So, I think what he's trying to do is something that is really cool and if other artists follow Kanye [West's "Power"], it may be a trend that revolutionizes the music videos.
I think creatively, it's a great idea, and if more people end up doing it and he takes it even further, I think it can change the way people look at music videos. It's an evolution of music videos. The fact is that he is pushing the boundaries and I think it is only going to help and make the art form better. He's daring people to not look at music videos the same way you always do. The fact that it's only 90 seconds long, he's challenging you to go, "Yo, the video's don't have to be the whole song. I can change the rules."
So the fact that they're doing that, changing the rules, to me, is a great thing and I hope other artists take note and go, "Yeah, let's just change this up." I think it's a great thing.
David Rousseau is a music video director who has helped create visuals for Lil Wayne, Birdman, Enrique Iglesias, Pitbull, Lil Jon, Nicki Minaj, Akon, Fat Joe, T-Pain, LMFAO, and Jadakiss - directing videos that have appeared on all major video networks, including MTV, BET and FUSE.
Check out Kanye West's "Power" music video below:
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