Once considered significant cultural events, music videos have become a dying art form. A-list stars, while not flopping, do not receive the same level of views on videos as they have in the past. Through the popularization of shorter clips and instant dopamine hits, people are gravitating towards faster media. The Guardian quotes music video director Bradley J. Calder as saying, “We’re living in a media consumption age where you have to compete with everything, everywhere, all at once.”
Music videos are responsible for major cultural shifts in the entertainment and social space. Think Smells Like Teen Spirit, …Baby One More Time, or Bad Romance. They are also an art form previously amplified through channels that were exclusively about the art of the music video, many of which have shut down.
While all sounds rather bleak, this can be an opportunity for artists and directors who don’t submit to the visualizer route and still hold true to what a music video can be. One notable name is the.97, a Toronto director who has significantly impacted the creative space, particularly with his Moments series.
What started as an art show quickly developed into a networking event for creatives called Moments. With four sold-out panel discussions under the Moments series, the.97 has provided a platform for emerging talents to connect, learn, and gain insight into an ever-changing industry.
With Moments attracting an audience of engaged creatives, sponsors are feigning to be included purely for exposure to such a talented group of eager individuals. Those previously involved in Moments noted that this series is not only in high demand, as exemplified by turnouts of over 2000 people, but is also trusted as a high-value experience. Moments 5, specifically, will centre around networking, with intentional spaces for brand interactions, allowing brands to directly engage with creatives. Something that is rarely done outside of PR teams in charge of social media interacting with the comment sections of a post online.
Toronto has an unfortunate reputation of being exclusive when it comes to the arts, and privilege is rarely noted when discussing who is allowed to classify as an artist or practice art. The.97 is trying to reduce any lack of privilege as an obstacle. He is bringing back creativity and removing the corporate feel from art and music by allowing independent creatives access to the industry.
Music videos are an art form that should not be discarded for a few visualizers in the same way that creatives shouldn’t be discarded for the trendiest name or most connections in the industry. The Moments series is a key event in keeping Toronto art and culture active in the entertainment world by including more events and professionals involved with every installment.
The fifth annual installment will be held on January 19th, 2025, and host guest speakers, fridayy and the.97. Moments 2025 will also feature a Toronto Creatives discussion followed by the main panel, sponsored by Sidedoor Magazine, Wingstop Canada, and Canada Film Equipment, proudly supported by Paris Villas of St Lucia. With more information to come leading up to the event, this is an opportunity for newcomers and established artists to learn from each other and grow together.