Three Music Videos to Watch Today

We can thank the internet for reviving the video star and keeping music videos as relevant as ever, even though they have lost the TV screen-time that birthed them in the first place. Today, because they are far more likely to be viewed, passed on, and talked about online than anywhere else, music videos have managed to both evolve beyond what they once were and maintain their relevance in entertainment and youth culture. Robin Thicke’s recent uncensored “Blurred Lines” video was both a YouTube ban controversy and the vehicle for a rising modeling star. Today, a music video can be a declaration of an artist’s point of view, a star vehicle, an inside joke, and much more. Here are three of the most talked about music videos of the moment:

 

  

1. Mumford & Sons “Hopeless Wanderer”

Chart-topping English folk band Mumford & Sons is known for their beards, their banjos, and their mastering of twee indie style—but today they’re being lauded for their sense of humor. In a perfectly self-aware and self-effacing move, the quartet stayed behind-the-scenes for the music video of the single “Hopeless Wanderer,” instead casting comedians Ed Helms, Will Forte, Jason Bateman, and Jason Sudeikis to play over-the-top versions of themselves. No doubt in a humorous nod and wink to the many Mumford haters who think the band’s fist-clenching earnest act is too much, the video parodies all things Mumford—from intense in-each-others’-faces singing to sun-dappled fields and prominently-featured rustic barns. The move has even critics laughing with them, not at them, and proves that self-awareness can get you far if done in the right way.

 

 

2. Jay Z “Picasso Baby”

In the last month, Jay Z has gotten rid of his hyphen, gotten his sports agency off the ground, and apparently merged the…

 
 

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Millennial News Feed

Quote of the Day: “My favorite app is Airbnb because I like to travel on a budget.” –Female, 22, NY

Traditional entertainment brands have been tapping into online talent at an increasing rate, and Nickelodeon took advantage of the recent VidCon digital celebrity event to scout for new talent. The network, which is “exploring distributing content from online video creators via its digital brands” held a casting call at the event to find creative among the hundreds of assembled vloggers. Google says that YouTube reaches more people in the U.S. than any cable network among 18-49-year-olds. (Business Insider)

For the first time in years, and after a prolonged period of increasing obesity, American kids (and adults) are finally eating less. The number of calories that the average child in the U.S. takes in each day has fallen by 9%, and a cutback in soda drinking is a major reason behind the drop. The amount of full calorie soda the average American drinks has dropped a full 25% since the ‘90s. Obesity rates have also been reversing for younger children, “suggesting the calorie reductions are making a difference.” (NYTimes)

Going to a Millennial wedding? Bring cash, not a toaster. The generation is reportedly eschewing traditional gifts to instead request “cold, hard cash” for their nuptials. Couples are using their wedding funds for things like fun honeymoons they wouldn’t be able to afford themselves, or to start a house down payment savings. The fact that more Millennials live together before marriage and are very likely to have all the household goods they might need is a big reason behind the trend of tossing gravy boats and dishes in favor of financial gifts. (Refinery 29NYTimes)

MTV is tackling some current debates in the Millennial generation by creating content on the subject of racial bias. The generation has idealized color-blindness, but is maturing to find the approach doesn’t solve racial issues. MTV’s documentary special White People asked young white people across the country to look at their privilege and education, and the network has also launched a digital anti-bias campaign featuring content like a “Bias Cleanse” and a “snap judgment quiz.” (USA Today)

Watch out Uber, another car sharing platform is amping up their creative marketing. Taxi app Gett has partnered with Veuve Clicquot to create a champagne on-demand campaign that delivers bottles of chilled bubbly, along with two flutes, around London within 10 minutes. Gett’s marketing in the UK is a “bid to snatch market share from Uber” and the app is clearly borrowing from their competitor’s “everything on-demand” promotional strategy. (Marketing Magazine)

Quote of the Day: “I unplugged because I just wanted some me time- also wanted to see if i would be able to do it.” –Female, 32, NC

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