Billie Eilish - you should see me in a crown (Vertical Video)
Music videos have been aired exclusively on music TV stations for years. Recently, a change in the way we view video content (over 80 percent of the material we see on the screen of our smartphones) has redefined content execution. In recent years, artists around the globe are increasingly choosing the vertical format to tell musical stories. More and more musicians are experimenting with creative ways to make their films, and this trend has been triggered by individual experiments from artists such as Katy Perry and Harrison.
The best early example of the vertical execution is the 2015 clip "How Can It Be?" By Harrison. The film consists only of interpenetrating screens presenting a text message conversation. The story presenting the moment of being broken up with by text was not only innovative, but it also launched the trend that changed the entire industry for years to come.
The new era of music videos in the vertical format began with Katy Perry, who began to make simple, seemingly spontaneous clips on her Instagram. The singer, along with the musicians, performs her popular hits in very surprising spaces: in the bathroom, on the balcony or in the underground passage. Katy Perry makes hand-held films and does not edit them - it is an idea that brings the viewer closer to the artist and destroys the wall between her and the recipient.
The power of the vertical format was also noticed by one of the most sought after young music stars - Billie Eilish. Her music videos are refined in terms of the visual layer, and their creators play with framing and consciously edit the image for the specificity of using the phone. The successes of her music videos are mainly due to the adoration of quirks, introducing unique solutions and an innovative look at the music narrative.
Selena Gomez invited her viewers on a small journey through the comfort of her home. The music video presents the singer as she walks around the house, garden and sings to the hand held camera. The singer performs in a robe, with wet hair, adding spontaneous choreography.
In Mark Ronson’s music video he utilizes all the most popular filters and gifs known from Instagram. The creators play with colors, light and graphics appearing in the frame, using them to talk about the emotions of the main character. Viewers are in a sense introduced to King Princess’s private world of Instagram Stories, which reveals the intimate, everyday life of the singer (who appears as a guest in Ronson's song).