The golden age of U.S. music in the 90s and early 2000s was defined by more than just great songs—it was about the whole package. Artists didn’t just need a hit track; they needed captivating visuals and choreography to match. Music videos were cultural events, creating iconic moments that still resonate with fans today. However, in recent years, the art of elaborate music videos and complex dance routines seems to have faded. With platforms like YouTube now available to millions around the world, you’d expect artists to seize the opportunity to create memorable music videos and performances that leave a lasting impact, but instead, we’re left wondering where the magic has gone.
When we think back to the late 90s and early 2000s, music videos were more than just background noise—they were cultural milestones. Artists like Britney Spears,Beyoncé, and NSYNC dominated the charts not just with their songs, but with their visually captivating performances that made each video feel like an event. It wasn’t enough to have a hit song—you had to have an equally memorable video to match.
These videos were defined by their intricate choreography and larger-than-life production. Take Britney’s “Oops!... I Did It Again,” for instance. The song was a hit, but it was the now-iconic red jumpsuit and unforgettable choreography that cemented it as a pop culture moment. These music videos weren’t just clips to watch—they became part of our collective memory.
Fast forward to today and the music feels...boring. On top of that, you have singers becoming popular not because they are talented but because they got TikTok famous. In this TikTok-driven world, songs are often accompanied by simple, easy-to-imitate dances rather than the meticulously crafted routines of the past. While this has allowed music to spread faster, it also means that music videos have lost some of the creative spark they once had. Artists no longer need to create visually captivating performances to succeed—often, a viral trend is enough to propel a song up the charts.Now having tons of streams and being atop of the music charts is what many artists only care about. Artists today seem to lack the ambition and care to give their audiences a music video that tells a story, or choreography that will leave them in awe.
Interestingly, while U.S. artists have moved away from this format, groups in the global music scene, particularly in K-pop, are keeping the art of music videos alive.Groups like New Jeans and TXT consistently release music videos filled with intricate choreography, detailed visual storytelling, and massive production value. Their performances are as important as the music itself, drawing fans in with captivating visuals and stunning choreography.
Will the U.S. ever return to the days of elaborate music videos andchoreography? It’s hard to say, but with the increasing popularity of Kpop music, maybethat will push U.S. artists to do so again.