From MTV to TikTok: Why Nothing Can Kill the Video Star

Award-winning director Shane Drake reflects on his childhood experience with music videos, particularly the impactful Thriller by Michael Jackson. Growing up in California, he remembers how it captivated audiences like no other.

“It was one of the first music videos that had an effect on me,” he shares. “It engaged us in a new way, creating a connection that was different from movies and television.”

Shane Drake's career journey has been anything but straightforward. Before becoming a successful director, he explored various paths including studying medicine and working in biochemistry. Ultimately, his passion for music videos drew him to directing.

Having collaborated with stars like Taylor Swift, Keith Urban, and Panic! At The Disco, Drake has won numerous awards for his work, including the esteemed video of the year at both the MTV Video Music Awards and the Country Music Association Awards.

As he speaks at the Clipped Music Video Festival in Sydney, Drake emphasizes how essential music videos remain for artists today, despite the emerging trend of platforms like TikTok. Record companies, he notes, now create music videos to generate extensive online content encompassing photos and interviews as well.

“In the ’90s, they’d spend a million dollars on an artist they believed would become big,” Drake explains. “When successful, those investments brought in millions; when unsuccessful, they were just write-offs.”

He points out that video budgets have shrunk significantly; while some music videos still reach upwards of $500,000 to $1 million, many now fall below $100,000, often even under $10,000. This change highlights a more strategic approach to budgeting.

Drake recalls working with Swift early in her career, noting her remarkable professionalism on set. “She’s composed and focused, then lights up when it’s time to perform. It’s like she transforms before our eyes,” he says.

Given her skills, it’s no surprise Swift has taken on the role of writer-director for her own music videos. “She understands imagery and comes fully prepared. This is becoming a trend among artists now,” says Drake, also mentioning Billie Eilish’s similar trajectory.

However, Drake addresses the recurring theme of sexualization in music videos, particularly concerning young women. “Sex sells, for better or worse,” he reflects. “Some pop artists weave sexuality into their brand, but it becomes a problem when that’s the only option presented to an artist trying to find their identity.”

Beyond artistry, Drake views music videos as commercial tools. “At their core, they are advertisements for the band’s music,” he explains. “They're promoting the song to increase album sales and concert attendance. Today's documentaries serve as extended marketing tools for artists as well.”

Some of the most famous film directors have famously ventured into music videos, including John Landis with Thriller and Martin Scorsese with Bad. Yet, Drake is focused on transitioning into film and television projects. He is currently developing a high school drama series titled Save Our Generation, which reflects on the emo era of his youth.

“I’ve always said music video is a young man’s game,” he admits. “But I feel young at heart, which helps me connect with this work.”

music, video, artist