By the Zonagirante.com team @spinning zone
Let's be bold and define what a good music video is, and let's define it in the context we live in, with everything we have at the end of 2021. In the midst of the biggest audiovisual explosion in history, where every person with a cell phone in hand believes they can make a remarkable clip, especially if they entertain themselves with the filters and transitions that the applications give them to make their video piece something explosive and eye-catching. That's fun, and some digital marketing experts know how to profit quite a bit from those pieces, which, it's confirmed, don't last long in the audience's memory and only serve as a short-lived distraction and little else. But let's get serious: Let's not confuse all this with the true production of music videos that aim to be seen anywhere in the world, generating impact and seeking to grow new audiences for what we're actually selling. the song that motivates this whole operation.
It seems like a truism, but Many forget that a music video serves to promote a song made by an artist or band who, with the presentation of this visual material, intends to be heard more widely. If a video, no matter how stunning the cinematography, the impeccable special effects, or the breathtakingly captivating protagonists, doesn't somehow connect us to the song, then the video has failed. Too radical? Think about how many times you've seen a TV commercial where the client spent millions on sets, actors, helicopters, trained pets, and other pyrotechnics, only for no one to remember the brand afterward. When making music videos, the visual experience must complement the auditory content., It cannot turn what is heard into mere background noise. The person making the clip should expect that the viewer, in front of the screen, upon observing their work, will say «"What a great song!"«, before going on to comment on whether he liked a particular scene he saw more than another.
2021 has brought us wonderful examples of videos that, regardless of their budgets or the techniques used in their production or editing, have fulfilled their goal of being brilliant productions in their graphic presentation., also praising the tunes they accompany. From everything we've seen, we've chosen 13 works done across the continent worthy of celebration (The texts included are edited versions of the reviews published on Zonagirante.com at the time of its release):
Dom La Nena + Julieta Venegas: Who could possibly know?
A Brazilian and a Mexican woman come together in Buenos Aires and create, in terms of color, one of the most explosive videos of 2021. And, from the outset, what is most surprising is that we are talking about the visual presentation of a soft, nostalgic song, which others, for conventional reasons, would have presented with other tones, and without the narrative tensions that this little videographic gem brings. It's an emotional delight from the very first second, thanks to a multitude of details that immediately excite the viewer.: the brightness of the lights, the precious risk of blurring when personalizing and depersonalizing each of the characters that appear in front of the camera, the obsessive use of blue, the selection of urban landscapes and the rain, an important protagonist on the screen.
Kanaku and the Tiger – Open your arms wide like an airplane
This is a small gem of high caliber. Here, every detail of the story, cinematography, and editing is perfectly aligned with the ultimate goal: to create a final product that moves us, that touches our hearts, at least for a few seconds. The tune, which already has its own beauty to stand on its own, grows exponentially with the images achieved in this production. This is next level. We're talking about a finely crafted piece of work that could be included in any professional selection worldwide, and every view will be appreciated by anyone lucky enough to see it. A great piece of work, ready to be repeated as many times as needed.
The Girl - Water
This song comes from one of our favorite albums of 2020, and ever since we first heard it, we've been anticipating and imagining its music video. We longed for its visual result because, ever since we discovered the artistic vision of this Venezuelan artist living in the Parisian neighborhood of Belleville, We are aware of the fine eye work she undertakes to promote each of her songs. Water It couldn't be any other way; it's one of the most dramatic tracks on her album, and its video had to be impactful and moving, without going overboard with unnecessary details. The truth is that La Chica and her team achieved a splendid piece of work, edited in black and white, with impeccable cinematography and precise editing, achieving the right level of drama for the viewer to understand the spirit of the song.
Cumbia Front – Jaley Jaley
Some music journalists will agree with us when we compare Frente Cumbiero to those special vintage wines, to which only a privileged few have access and can truly savor. That is to say, obviously, anyone can listen to the delightful recordings released by this Colombian group, led by Mario Galeano, anywhere in the world through digital platforms. But let's be clear, it's far from a mainstream act, and, without a doubt, their music isn't mentioned on any commercial radio station or by entertainment show hosts. Rather, those who know and enjoy them learn about them through specialized media and renowned international commentators. And yet, after watching their latest video, all this intellectual fanfare seems to get out of hand, because The cumbia that this project proposes could perfectly, without sounding out of place, be played and celebrated by the masses and not just by the boastful, snobbish listeners we already know. This is the kind of mellow, 1950s ballroom music brought into the modern age through electronic music. And the accompanying video, an exquisite piece of animation, completely dispels any unnecessary layers of sophistication.
Green Light – Strong strong
We present a mini action movie, with a thrilling plot, perfect for banishing afternoon boredom. And, to add even more excitement, let's complicate the description a bit more, and say that on screen we have a Venezuelan band that seems to be playing a video game, driving a car that gets caught up in an American-style chase on a highway near Barcelona. In short, fast-paced rock and roll in its purest form, entertaining the audience from beginning to end. A meticulous piece of work, an editing style that perfectly captures the rhythm of the song, and a result that will surely create a lasting impression on viewers.
iLe – It's not important
The entire atmosphere of this video is endearing, absurd, and touching. The story, if we had to summarize it in a single sentence, is the search for pop shimmer in the most bizarre place on the planet. But it's also about giving magnificence to a great song, even though the setting is a hovel where there's more sorrow than glory. It's a clip that people like (a lot) because it knows how to bring together extraordinary contrasts, To illuminate what is traditionally shrouded in darkness, to add welcome elegance to ordinary spaces, and to sensitize the audience by relieving them of the tedium of everyday misery. It is an impeccable work that, as the icing on the cake, allows us to celebrate the beautiful voice of this Puerto Rican woman, whose delightful accent completes the entire preciousness of the piece.
Chemical Weddings – Law of gravity
Getting the most out of a clip made from a band's live performance is difficult. The vast majority of attempts end up being unengaging, since there aren't many opportunities to vary the format with what's available. Agile cuts or unexpected camera angles aren't enough. After seeing so much similar material over the years, we need something more to hold our attention. In this case, it must be said, the objective was achieved because, in addition to presenting a catchy tune that's appealing from the start, The transitions applied in the editing give it a particular vitality, They're enjoyable because they deliver a series of surprises every second, keeping the viewer's attention. It's very, very much liked.
Every Tuesday – VHS
A recording like this, with lyrics that touch the soul of more than one person suffering from rock nostalgia and lovers of the fabulous four, A sensitive and uncomplicated animation style like the one used by Octavio Cid, the creator of this gem, is a perfect fit. The references to Yellow Submarine, the Beatles' 1968 film, and the texts, wrapped in cassette tapes, that recount the Soda Stereo era, blend seamlessly, creating the expected emotional impact. This work is captivating for its simplicity, its warmth, and the good humor it delivers from the very first second. A film worth watching again and again.
Sleeper car – Hand in hand
This is short-form cinema (or, to adapt to the current format, cinema with moderate digital information), and elegant in both content and final result. The development of its story unfolds at precisely the right pace to reveal the details of the drama. (the slow-motion smoke, the daring gaze, the exquisite lighting, the established colorimetry, enough time to identify with and fall in love with the protagonist), And, incidentally, everything that happens on screen never detracts from the song's presence, which is essential for it to be truly appreciated. Dana Crosa, the actress, could easily win the award for best killer in music videos of the year, if such a category existed. Cochecama, one of the best bands on the new Argentine scene, presents a brilliant product worthy of being remembered for a long time.
Chico Trujillo + Gipsy & His Combo – I'm not from here, nor am I from there.
Guys from Chico Trujillo, I'm sure the dearly missed Facundo Cabral would be honored by your version of his song, fifty-one years after it was originally composed and released. You know how to add that tropical element that can be enjoyed at any local festival, bringing joy to young and old alike. And to accompany it visually, you've released a splendid video, directed by JG.Biggs, where everything works flawlessly. Filmed in the Chilean forests, This clip is an incredible explosion of color, enhanced by meticulous art direction and an exciting selection of photographic lenses for each scene. And a sublime edit that captures the audience's attention without ever losing it. It makes the list of the best videos of 2021 for its elegance, its originality, and the care evident in its creation.
Juan Pedro Dolce + Maria Pien – Friend
From La Plata comes a beautiful gem. We're willing to be labeled corny, but it's easy to fall in love with this beautifully crafted video, featuring an exquisite story and a magical sensitivity that evokes profound empathy in the audience in just over four minutes. Of course, it all begins with a moving song that narrates a despair not unlike what we might feel these days, but which, like everything that must end, finds a way to release some relief, perhaps after a good cry or a necessary shout. It's a stunning, beautiful, explosive video, splendid in its details And where, whoever wants to, can save themselves from their demons simply by watching it as many times as they wish.
Blond – What really matters
You already know how much we admire Fran Straube and his Rubio project. You know how much we enjoy his unique sonic textures, his dark rhythms, and that mysterious journey he presents in his productions, which advances like an unstoppable blade between unease and euphoria. Her music seems to be her constant therapy, helping her discover each day what secret sound will help her overcome her fears and demons, and perhaps strengthen her when she faces subsequent conflicts. That, apparently, is what his latest videos seem to be about: clashes between good and evil, the ambiguity of gray areas, and how elusive joy can be. The clip unfolds with exquisite staging, elegant costume design, and a refined transition from black and white to vibrant color. A visual masterpiece. In short: Straube retains his crown.
Saint Pascualito King Ft. Luis Humberto Navejas – Life scares me
The figures for violence against women in our continent are alarming. It's impossible to simply ignore them and pretend nothing is happening. That's why fear permeates the streets, paranoia is palpable, and why the weakness of a society that doesn't react enough to recognize, protest, and denounce what is happening in so many Latin American homes is evident. Based on this discourse, We come across this powerful audiovisual product made by one of the best Mexican bands, in which the transmission of the warning message is more than fulfilled., with a song constructed incisively and, in the visual part, with a brilliant photograph that knows how to solve an effective combination of colors and black and white at the right times.