Apache

Music videos are still relevant at the Vimeo Festival

Music videos are still relevant at the Vimeo Festival

Remember when music videos were like visual junk food available for mass consumption on TV channels such as Music Television and Video Hits 1? For better and worse, the medium has changed drastically, since now one must actively go out and search for music videos…and of course the main place to look is online. This has meant that music videos must demand our attention with true artistry, in the hopes of ‘going viral’. Manchester Orchestra’s video for SIMPLE MATH, created by two boys who simply go by ‘The Daniels’, made getting into a car wreck look like true evocative fun.