![]() ![]() ![]() MTV's ability to place a song and musician into the pop music conversation was unparalleled at the time, and by the end of the decade that meant absurd levels of both financial and creative commitment to music videos. It wasn't just inevitable hits whose influence was quickened by MTV either oddities such as Folk Implosion's "Natural One" or Danzig's "Mother 93" (or, say, Green Jelly's "Three Little Pigs", to name just one of many execrable examples) became out-of-leftfield hits for almost no other reason than someone at MTV decided they should become Buzz Bin videos. Dre's "Nothing But a G Thang", and Britney Spears' ".Baby One More Time" altered the landscape of pop culture so quickly in large part because they were delivered to all corners of the U.S. Songs like Nirvana's "Smells Like Teen Spirit", Dr. Throughout the decade, MTV- with a huge assist from Clear Channel- glued together a pseudo-music monoculture in the U.S. ![]() Meanwhile, Spike Jonze- who almost single-handedly codified a generation's idealized music videos by artfully employing Gen X totems such as irony, 70s nostalgia, geek chic, intertextuality, and trash culture- was being nominated for a best director Oscar for Being John Malkovich. In 1999, MTV's "TRL" was launching teen pop stars and serving as a better barometer of what Generation Y was listening to than the Billboard charts. They were still a young art form when the 1990s began, but by the end of the decade music videos and video directors were arguably at their commercial and artistic peak. ![]()
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