Often the principle of "get attention at any cost" works, but the effect does not last long - like a soap bubble, for whose flight, however, much nicer to watch, than some "creative experiments".
Sometimes something slips, standing out against the background of the general militant dullness, but a weak climax with a stake on surprise nullifies the whole effect. Of course, celebrity is easy to understand: TikTok's young competitors are on the heels, viewer choice expands to flicker in the eyes, and in a series of depressive lockdowns, it is even more difficult to fight for attention. And yet, is it worth it to underestimate the audience?, continuing to follow the textbook testament of Bogdan Titomir "people hawala"?
The other day, a whole galaxy of popular artists decided to shake up the dull atmosphere with new hits with a claim to cinematography.. Among them, of course, Alisher Morgenstern, one of the main idols of youth, shocking the older generation and creativity, and earnings. The scandalous showman turned the video for the song "I'll Leave Someday" into a mixture of philosophical reflection and action-packed action movie. As a result of betrayal and a miraculous escape from death, the hero meets himself from the past and radically overestimates all his landmarks.. Morality comes down to the transience of fame and dubious shocking, but the ending makes me think, that the "morning star" is very disingenuous.
Next door "in trend" with Morgenstern is Svetlana Loboda, who also tried herself in the "serious" format. The video for the minor-romantic song Americano was filmed in black and white and at a leisurely pace.. In this video I want to talk about, what happens after love. About those smells and sounds, which each of us takes with us. About those memories, which are forever inscribed in the landscape of our hearts", — said the singer herself. You can’t blame her new creation for vulgarity, but its secondary nature is striking, lethargy and poor acting. Of course, sad love songs and movies almost always resonate, if they show lively emotions and a bright personality. But even in the previous outrageous clips of Loboda, this was much more, than in the current video attempt to talk about high.
An even more depressing impression was made by the stellar cabal for the song of the Cream Soda group “I'll set it on fire”. It's not the performers that come to the fore here. (The content of the song has nothing to do with the video), and the beau monde of all ages and genres gathered in a closed room - Little Big soloists Ilya Prusikin and Sofya Tayurskaya, actress Ekaterina Varnava, Alexandra Bortich, Yang Ge and Alla Mikheeva, video blogger Wylsacom and Big Russian Boss, man-meme Gauguin Solntsev and actor Dmitry Grachev, considered a doppelgänger of Vladimir Putin. Artist "Gogol Center" Nikita Kukushkin shines in a women's dress, and pop veteran Arkady Ukupnik expressively plays with his face. His presence, however, turned out to be unexpectedly organic: the whole atmosphere of the video and the unobtrusive musical sequence somehow correspond to the stage spirit of the nineties.
Artists in the interiors of the old hotel, dressed in grotesque retro style, look at each other with concern, worthy of the heroes of "Ten Little Indians" after listening to the record. This eccentric static is reminiscent of the creations of the "critical" period - then most of the clips were chamber and did not compete in dynamism and variegation. This strange party is even interesting to watch - not because of the claim to suspense, namely because of the notes of creativity in the picture. However, all the fun is cut off in the bud because of the ending., explaining the reason for the tension between the participants. apparently, Russian show business decided to hype on the hot topic of saving the planet from carbon dioxide. It is simply impossible to explain such a cheap move otherwise..
Yes, you can scold the "Blue Lights" smelling of mothballs, where the old guard traditionally gathers. But judging by the reviews on the clips of the 90s and early 2000s, the public misses the old hits, and a, who has not caught this time, find zest in them, which is not in the work of the new generation. the, that Ukupnik, who has not been singing for a long time, draws attention from energetic youth, clearly not in favor of the latter.
Against this stuffy background, the premiere of Oksimiron's video “Who killed Mark?"- the first single from 2017 of the year. In this video confession, the rapper reveals the reasons for his long silence with impressive candor.. This format is not to everyone's taste., but one cannot deny the high quality of the clip and genuine sincerity in contact with the viewer. I want to believe, that Oksimiron will not stop there and will find a balance between quantity and quality, while many colleagues in the shop have long given up on this.
Lyudmila Semenova
