FEATURE:
You See a Sight That Almost Stops Your Heart
PHOTO CREDIT: Pavel Danilyuk/Pexels
The Music Video As Cinema: Is It Possible in the Modern Age?
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I ask that particular question…
PHOTO CREDIT: Douglas Kirkland/Glitterati Incorporated
as perhaps the greatest music video of all time premiered forty years ago on 21st November. Michael Jackson’s Thriller was given this cinematic treatment:
“On November 21, 1983, a nearly 14-minute music video for Michael Jackson’s “Thriller” premiered in Los Angeles. Directed by John Landis (An American Warewolf in London, Three Amigos, Trading Places), the ghoulish visual paid homage to some of Hollywood’s biggest horror films, including a voiceover from the genre’s original icon, Vincent Price. Michael Jackson’s Thriller saw heavy rotation on MTV, helping to make its namesake album become the highest-selling LP in history”.
I think one reason why it is so revered is because of its length. Michael Jackson was no stranger to epic videos. During the Bad (1987) and Dangerous (1991) eras, he would put out these long and conceptual videos where you almost got short films. I am going to come to a couple of features relating to Thriller. The title track from the 1982 classic album, few videos before had this sort of cinematic approach. Maybe because of costs and the fact that most music videos were a lot shorter, Thriller seems like a breakthrough. At a time when MTV was new and artists liker Michael Jackson were struggling to get played, Thriller helped to change that. I am going to come to other videos that are pretty epic and tell this longer story. I want to focus on whether, at a time when music videos are not as desired/popular and very few modern artists can afford to do that, whether we are losing something. I’ll move to a detailed article from Vanity Fair. They told the story of an iconic video. A behind-the-scenes look:
“Michael Jackson, a shy pixie in a red leather jacket and jeans, stands in shadow in the theater’s entryway, talking with actress Ola Ray and director John Landis. The camera crew is making final preparations for a crane shot that will pan down from the marquee as Jackson and Ray, playing a couple on a date, emerge from the theater. Judging from the saucy looks she is sending his way, Ray is clearly besotted by her leading man, who responds by casually throwing an arm around her shoulders.
I am on set covering the shoot for Life magazine. Landis says that he needs a “ticket girl” in the background and orders me to sit in the booth—a prime spot from which to watch the performances.
Just before calling “Action,” Landis fortifies his actors with boisterous encouragement.
“How are you going to be in this shot?” he shouts.
“Wonderful,” Jackson chirps, barely audibly.
Seconds later Jackson steps into his nimbus of light, and it is as if he flips on an internal switch: he smiles, he glows, he mesmerizes. Landis executes the long crane shot, then moves in for close-ups and dialogue. “It’s only a movie,” Jackson reassures his date. “You were scared, weren’t you?”
Landis calls for another take and coaxes: “Make it sexy this time.”
“How?” asks Jackson.
“You know, as if you want to fuck her.”
The star flinches and licks his lips uncomfortably, then gazes earnestly into Ray’s eyes. Landis gets the shot he wants and calls for the next setup, satisfied. He whispers to me, “I bet it will be sexy.”
The world certainly thought so, and apparently still does. The campy horror-fest with dancing zombies that is “Michael Jackson’s Thriller,” originally conceived as a 14-minute short film, is the most popular and influential music video of all time. In January of this year it was designated a national treasure by the Library of Congress, the first music video to be inducted into the National Film Registry.
Unlike forgotten favorites from MTV’s heyday (Duran Duran’s “Hungry Like the Wolf,” anyone?), “Thriller” is thriving on YouTube, where one can view, along with the original, scores of “Thriller” dance tutorials and re-enactments by Bollywood actors and Bar Mitzvah celebrants. The dance has become an annual tribal ritual in major cities around the world, with initiates in ghoul makeup aping Michael’s moves en masse; the current record for largest dance of the undead is 12,937, held by Mexico City. A YouTube 41-million-hit sensation features more than 1,500 inmates in a Philippines prison yard executing the funky footwork as part of a rehab program designed to “turn dregs into human beings”; the prison, in the city of Cebu, has become a T-shirt-selling tourist attraction.
None of this was imaginable back at the Palace Theatre 27 years ago. Jackson then was a naïve, preternaturally gifted 25-year-old “who wanted to be turned into a monster, just for fun,” as Landis recently told me—and had the money to make it happen. “Thriller” marked the most incandescent moment in Jackson’s life, his apex creatively as well as commercially. He would spend the rest of his career trying to surpass it. “In the Off the Wall/Thriller era, Michael was in a constant state of becoming,” says Glen Brunman, then Jackson’s publicist at his record company Epic. “It was all about the music, until it also became about the sales and the awards, and something changed forever.”
It was the “Thriller” video that pushed Jackson over the top, consolidating his position as the King of Pop, a royal title he encouraged and Elizabeth Taylor helped popularize. “Thriller” was the seventh and last single and third video (after “Billie Jean” and “Beat It”) to be released from the album of the same name, which had already been on the charts for almost a year since its release, in November 1982. The video’s frenzied reception, whipped up by round-the-clock showings on MTV, would more than double album sales, driving Thriller into the record books as the No. 1 LP of all time, a distinction it maintains today. But, for anyone paying close attention during the making of the “Thriller” video—and Jackson’s collaborators were—the outlines of subsequent tragedies were already painfully visible.
But in June of 1983 the album, after four months as No. 1 on the Billboard 200 chart, was bumped from the top slot by the Flashdance soundtrack. It briefly regained the top position in July, then was toppled again, this time by Synchronicity, by the Police. The three remaining planned singles—“Wanna Be Startin’ Somethin’,” just released in May, “Human Nature,” scheduled for July, and “P.Y.T.” for September—were not expected to drive album sales as “Billie Jean” and “Beat It” had, nor were they suitable for videos.
Jackson was upset. Obsessive about tracking his sales figures, he compared them constantly with those of his competitors in the top echelon, including Prince and Madonna. “He enjoyed being on top,” says Larry Stessel, Epic’s West Coast marketing executive, who worked closely with the star. “He reveled in it. He didn’t like it when it ended.” With his own album making history, Jackson yearned to shatter records held by the Fab Four. “It was all about the Beatles,” says Stessel. “He knew in his heart of hearts that he would never be bigger than the Beatles, but he had such tremendous respect for them, and he certainly wanted to come as close as he could.”
In the summer of ’83, Yetnikoff and Stessel answered calls at all hours of the night from Jackson. “Walter, the record isn’t No. 1 anymore,” Yetnikoff remembers Jackson saying. “What are we going to do about it?” “We’re going to go to sleep and deal with it tomorrow,” Yetnikoff told him. It was DiLeo who first mentioned the idea of making a third video, and pressed Jackson to consider the album’s title track. “It’s simple—all you’ve got to do is dance, sing, and make it scary,” DiLeo recalls telling Jackson.
Jackson had known episodes of real-life terror. His father once put on a fright mask and crawled into Michael’s bedroom, screaming.
In some ways “Thriller,” written by Rod Temperton, is the album’s sore thumb, a semi-novelty song with sound effects of creaking doors and eerie footsteps and bwah-ha-ha narration by Vincent Price. Horror was a genre with which Jackson had an ambivalent relationship. As a child, he had known episodes of real-life terror. Michael’s biographer J. Randy Taraborrelli recounted that Joe Jackson had once put on a fright mask and crawled into Michael’s bedroom through a window at night, screaming; Joe Jackson said his purpose was to teach his son to keep the window closed when he slept. For years afterward Michael suffered nightmares about being kidnapped from his room, and said that whenever he saw his father he felt nauseated.
Jackson had reason to be fascinated by scary disguises and things that go bump in the night, but he didn’t want them to seem too real. His tastes generally ran to benign Disney-esque fantasies where people were nice and children were safe. “I never was a horror fan,” he said. “I was too scared.” He would make sure that the tone of his “Thriller” film was creepy-comical, not genuinely terrifying.
In early August, John Landis, whose most successful films had been National Lampoon’s Animal House and Trading Places, picked up the phone and heard Jackson’s wee voice on the line. The star told Landis how much he had enjoyed the director’s horror spoof An American Werewolf in London. Would he be willing to direct Jackson in a music video with a spooky story line that had him transform into a werewolf? At the time, making music videos was not something feature directors did. But Landis was intrigued enough by Jackson’s entreaty to take a meeting.
On the afternoon of August 20, Landis and his producing partner, George Folsey Jr., drove through the gates of Hayvenhurst, the high-walled mock-Tudor estate in Encino where the family had moved when Jackson was 13, and where he still lived with his parents and sisters LaToya and Janet. In 1981, Jackson had purchased the house from his parents and rebuilt it, installing such diversions as an exotic-animal farm stocked with llamas, a Snow White and the Seven Dwarfs diorama, and a 32-seat screening room with a popcorn machine. In the corner of his second-story bedroom suite stood his “friends,” five life-size, fully dressed female mannequins.
At the time, Jackson was a practicing Jehovah’s Witness who obeyed his religion’s mandate to spread the faith by knocking on doors in his neighborhood, wearing a crude disguise of mustache and glasses. He attended services at the local Kingdom Hall and abstained from drinking, swearing, sex before marriage, and, supposedly, R-rated movies. The gregarious Landis teased Jackson about having watched the R-rated An American Werewolf in London. “I said, ‘Michael, what about the sex?’ He said, ‘I closed my eyes.’”
Landis told Jackson that he would not direct “Thriller” as a music video, proposing instead that they collaborate on a short narrative film that could be released in theaters—reviving that endangered species, the short subject—before it went to video. Landis would write a story line, inspired by the song, about a cute young guy on a date who turns into a monster. The short would be shot on 35-mm. film with feature-film production values, including great locations and an impressive dance number. Landis would call in a favor from Rick Baker, the Oscar-winning makeup wizard who had created the title creature for An American Werewolf in London, and get him to design Jackson’s transformation makeup. Jackson was enthusiastic about Landis’s vision and immediately said, “Let’s do it.”
Although CBS/Epic had ponied up $250,000 for the “Billie Jean” video, Yetnikoff had refused to underwrite “Beat It,” so Jackson had paid $150,000 out of his own pocket. When Folsey and Landis worked up the budget for “Thriller,” they put it at an estimated $900,000. Landis and Jackson placed a call to “Uncle Walter,” as Jackson referred to him, to explain the “Thriller” concept and what it would cost. Landis says that Yetnikoff screamed so loudly that the director had to hold the phone away from his ear. “I’ve only heard three or four people swear like that in my life,” he says. When Landis hung up the phone, Jackson said calmly, “It’s O.K. I’ll pay for it.” Eventually Yetnikoff agreed that the record company would contribute $100,000 to pay for the video, but that left a long way to go and Jackson’s collaborators didn’t want the star to be on the hook”.
It is clear that Thriller changed music videos! It showed that they can be artform and cinematic. A new school and wave of music videos influenced by Thriller’s impact came about. Given Michael Jackson’s legacy and reputation now, there will be fewer celebrations of the Thriller video on its fortieth anniversary. That is a shame to something that remains truly astonishing. I am going to move on. Before that, The Guardian ran a feature in 2013 - marking thirty years since Thriller was first shown in public. Some hugely popular and innovative filmmakers were impacted by the video:
“Nevertheless, the Thriller video was set to be so expensive – $900,000, to pay for not just the filming and effects but 10 days of dance rehearsals – that Landis and Jackson had to find a way to fund it (Jackson had paid the $150,000 cost of the Beat It video himself). It was Landis's producer George Folsey Jr who came up with the idea of the making-of video, which could be sold to networks as bespoke content. MTV paid $250,000 and Showtime $300,000 for the rights to the documentary, Jackson would take care of upfront costs, and the video was able to go ahead, with the label coughing up $100,000. When the documentary was released on VHS, selling for $29.95, it attracted more than 100,000 advance orders in its own right.
Trudy Bellinger was studying art in Brighton when it first shown and it inspired her to start making music films herself. "It was really groundbreaking to have such a long video, and it helped to shape the future of music videos, which previously had been more performance-based," she says. "I recall everybody at college talking about it; about how it was like a mini-movie and how much it had cost. It really opened our eyes to music videos as a creative form of film-making, and a potential career." Six Girls Aloud videos later and Thriller is still part of Bellinger's life. Her 10-year-old son recently learned the routines at a holiday kids' club in Turkey, reminding her of the huge impact it had on kids in the 1980s.
One such kid was Spike Jonze, who was 14 in 1983. "I loved it," he says. "It had some magic that made it shine. When I started directing videos myself a few years later, it was like a touchpoint. I didn't have this thought intellectually at the time, but when I watch it now I realise that there's no reason for a lot of it; it's so free and loose. There's the car running out of gas and it's like a movie, then it just keeps going, as if they're saying: 'That'd be cool, let's do that.' Michael Jackson seems like this kid who loves music, horror films, special effects, makeup, zombies and wants all of those things in the video. It has that spirit to it that must have been contagious; it spoke to other kids."
Jonze took the freedom he sensed in Thriller – and also its eccentricity and humour – and ran with it, creating some of the 90s' most famous music videos, including the Beastie Boys' Sabotage and Praise You by Fatboy Slim, which also get continually spoofed. "When I made videos, whether it was with the Beastie Boys or Björk, we weren't chasing anything," he says. "It was never like some marketing thing. I just wanted to create something that would do justice to the song and I was excited about making, and I think Thriller was the same way."
Perhaps that's Thriller's ultimate legacy, and it's also why Jonze has become a key influence on film-makers creating videos for YouTube. As Psy's Gangnam Style proved, films shot relatively cheaply and quickly, and which don't require pluggers, or for the artist to necessarily have an existing profile, can have a global impact comparable to Thriller. The rules have been rewritten, unleashing a new surge of creativity.
"For nearly three decades, music-related projects had to conform to TV's rules," says Giorgio Testi, who makes artful, elegant films with bands like the Killers and Savages that are not related to a single's release, yet clock up hundreds of thousands of views online. "Then YouTube came along and that suddenly brought film-makers back to a more unconventional way of thinking, which I see as a totally positive thing."
In fact, says Dave Ma – another up-and-coming film-maker who's worked with Foals and Delphic – directors now have no choice but to be as unconventional as Landis 30 years ago, because their work needs to rise above all the junk online: "The emergence of YouTube has given us a plethora of mindless throw-away 'content'. Love it or hate it, labels are obsessed with it and it's here to stay. The flipside of all these interviews, sessions and phone footage is that it takes the heat off music videos, making the traditional performance video completely redundant."
"People are making great videos again," Jonze says. "Romain Gavras – he did M.I.A.'s Bad Girls and that's got to be one of the best videos ever. Ray Tintori, who did MGMT's Kids is really good, too. And Chris Milk – the [interactive] stuff he's doing, like The Wilderness Downtown with Arcade Fire and The Johnny Cash Project could never have been done in the 90s. He's taking things to a whole new place."
Jonze doubts Thriller has had a direct influence on the new school of music video directors, but he is nonetheless convinced it will survive – as a portrait of an artist on the mountaintop. "Above all, it's just this amazing documentation of Michael Jackson at his most electric," he says. "Even him bantering with the girl after they come out of the movie; you're seeing him at this incredible age and at this moment in his life. It's like he's disconnected from everything and everyone, and that's exciting”.
IN THIS PHOTO: Taylor Swift/PHOTO CREDIT: Kevin Mazur
I guess, in today’s music scene, we do not have that many artists who can command the same sort of focus and spotlight as Michael Jackson did in 1983. Maybe the modern-day comparison when it comes to musical brilliance and these epic videos is Taylor Swift. Even though MTV does not play music videos much and there is not that same culture today, Swift has put out some short films of her songs. Again, few can afford to do this. I do think we miss something. Not only are videos less popular and viewed as they once were; they are definitely made to a budget. Few artists have the sort of money to rival the all-time greats. I know you can make a genius video with little money though making something like a short film takes money. I think that the most effective videos are less to do with being a background to the song and more to do with a narrative and distinct aesthetic. The music as a jumping off point to a more engrossing central focus. I will come to Taylor Swift as someone who is among those pushing boundaries and still keeping the epic, cinematic music video alive. In 2021, Hollywood Insider observed how there have been some wonderfully bold, clever and epic videos in the twenty-first century. Here are a few:
“Arcade Fire – “My Body is a Cage”
The pairing of a great film and great music does not happen too often. And matching two, completely different works of art from different ages of film and music is even more difficult to accomplish. Still, that’s exactly what happened when Sergio Leone’s mashup with Arcade Fire hit YouTube.
Chicago-based designer & music fan J Tyler Helms took it upon himself to edit a music video for the Arcade Fire song “My Body Is A Cage” using clips from the classic Sergio Leone film ‘Once Upon A Time in the West’. Not only does the edit amplify the church-organ-driven, somber tone of the song remarkably well and intensify its lyrics, but the slow-motion movements and extreme close-ups match the rhythm of the song so organically that you almost begin to doubt whether this really is an edit or an actual reenactment.
No wonder that when the video was brought to the attention of someone associated with the band, they contacted Tyler straight away and requested his permission to use his work on their official site.
Jay-Z – “The Story of O.J.”
The animated video obviously hints at America’s long history of racist cartoons from major studios. In the video, Jay reads the lyrics as an animated cartoon character Jaybo, whose name is a reference to both the racist ‘Little Black Sambo’ books and cartoons from the early 20th century and to the story of ‘Dumbo’, a Disney cartoon with its own set of racist caricatures.
DJ Shadow & Run The Jewels – “Nobody Speak”
This brilliantly executed video gives us the opportunity to satisfy our wildest fantasies of how debates behind the closed doors of political summits could go – instead of stone-faced diplomats making cunning statements and meticulously undermining each other’s interests, we see politicians spitting insults, dissing, and finally engaging in an all-out brawl with each other. What really amplifies the build-up of tension is that the actors nailed every character and their body language. The two leaders of the groups are played by Igor Tsyshkevych and Ian Bailey as the video was filmed at the Narodniy Dim Ukraine exhibition center in Kyiv, Ukraine.
“We wanted to make a positive, life-affirming video that captures politicians at their election-year best,” DJ Shadow said in a prepared statement. “We got this instead.” No wonder that the present political climate of discord and animus in and outside of the US had its influence on the video production, which has definitely rendered a not-so-subtle allegory on the disappointing state of diplomacy and the dysfunctional political leaders of recent years.
Jamie XX – “Gosh”
This 2016 Romain Gavras video strikes the last chord in our list because there is simply nothing else quite like it. Firstly, the location: In the early 2000s, China began to build imitations of Western cities and ended up constructing replicas of English, Swiss, and American towns in China – and if you go to Tianducheng, you’ll find yourself in Paris. Its central feature is a 300-foot-tall replica of the Eiffel Tower and 12 square miles of Parisian-style architecture, fountains, and landscaping.
However, the city didn’t live up to expectations and was somewhat close to being a ghost town for some time. And that’s where the main character – an albino young man (Hassan Kone) – wakes up from virtual reality and leads an army of yellow-haired devoted younger followers, who finally form a synchronized, marching circle that revolves around him as a worshipping, ego-boosting baptism wheel.
The video is loaded with allegories and metaphors that can be interpreted a few hundred ways, but to me personally, one ritual clearly depicted there is coming of age. It’s obvious that the main character’s time has come, and he is about to make the transition to a new state; the younger kids circling around him are perfectly aware of this and, under the watchful eye of his elders, they respectfully give him their last goodbye though this awe-inducing choreography of camaraderie”.
Taylor Swift is someone whose videos are primed for feature-length treatment. Her videos are praised for their cinematic quality and great concepts. I think she is going to lead other artists to combine film and cinema in a more expansive and ambitious way. I don’t think that it is wealthier mainstream artists this luxury is reserved for. A stunning and long music video can create its own legacy. It can go down in history. Not that artists need to do it all of the time…yet there are very few in the modern day. I am thinking about the fact that, on 21st November, 1983, Michael Jackson’s Thriller premiered and created this huge reaction. I don’t think we have seen many music videos since then that have almost been their own film. It had this whole language and story that distinguishes it from more conventional, short-form videos. As someone who loves music videos and how there is this direct link with cinema, Thriller is in my mind. Despite its stars blackened name and problematic status, it takes nothing away from a video often seen as the best ever made. There are still artists pushing limits and taken music videos to new places. Will we get anything like Thriller again?! This historic short film that tells this story and has a distinct arc. I think there are even greater possibilities to make something even more striking and memorable than Thriller. I suppose it comes down to the status of the artist, the budget they can pull, plus people’s willingness to share and discuss it. A major station like MTV does not have the same influence today. Maybe videos that are Thriller-esque fear being lost - or they will only be shared on social media. I live in hope that we will see more artists – such as Taylor Swift – who experiment with videos and create something longer. Might we see a modern-day Thriller? Perhaps so. That would truly…
BE thrilling to see.