‘Power’ on the other hand came from the fully established rap icon Kanye West. The Atlanta MC was already four albums and twenty one music videos down before the video to ‘Power’ was released in August 2010. Produced by first time music video-maker Marco Brambilla, West says the inspiration for the video came from ‘his dreams, the things he sees and the things he felt as a child’. Through the video he expresses his ‘love with paintings and going to art school’. The noticeably short video of 1:33 consists of just one scene with the camera panning out to reveal West amongst a Sistine chapel artwork setting joined by a variety of animated mythical characters. Riddled with a mass of hidden meanings referencing both Egyptian and Greek mythology, the crafted cinematography makes the video look like a moving painting. With this outstanding piece of work West continues to prove he is one of the few artists of today that fully understands how exciting and powerful music videos can be. When comparing the two time periods for music video production there is a lot fiercer competition on the music channels in 2010, so whether West manages to pick up any MTV Video Music Awards at next year’s proceedings is debateable. After all, ‘Power’ wasn’t quite a world-wide smash (#22 in the US and only #36 in the UK) and video awards are all too often handed out for singles with the biggest chart success .
Filming technology has greatly changed over the years and the methods used to calculate music video success has also improved. Tens of millions of views on YouTube are now common for the pop stars of today and usually indicate how the single will perform in the charts. West’s ‘Power’ has clocked up fourteen and a half millions views to date whilst A-ha’s ‘Take On Me’ only manages to achieve half of this number at seven million. Had YouTube existed back in the early 1980s this statistic would surely be dramatically reversed. The capabilities of music videos will continue to broaden and certain work will have the power rise above others, particularly when the addition of dazzling special effects comes into play. However, it is comfortably certain that visual promos of the future will have to try increasingly harder to amaze and entertain us to a level which has yet to been seen.