Meanwhile, the music industry has been pumping out promos in this, its peak period. Some of the best featured in this issue include Michel Gondry's nightmarish Radiohead promo and the hilarious Semisonic 'Get a Grip', featuring oily bodies engaged in self-abuse.
But it seems that animation is de rigeur and we are seeing some truly innovative work in this field, particularly from France. This month's highlight is Daft Punk's 'Digital Love' by legendary Manga artist Leiji Matsumoto.
Hopefully, we are at last seeing a return to the former glory days of music videos - before boy bands and the like turned young, forward-thinking directors off the medium.
But perhaps the biggest boost to creativity in promos will be through DVD. Not only does this have audio benefits in terms of cinema-style surround sound, it also allows for visuals to accompany each track.
So far, the indie labels have been leading the pack. Orbital, Ash and Super Furry Animals are recent examples. Costs are kept to a minimum, allowing a greater chance to experiment with techniques and talent. The Super Furries, for example, made 16 videos for £100,000 and used young directors, graphic artists and even their hairdresser to produce the clips.
As record companies wake up to the sales possibilities and DVD penetration increases (it's estimated that there will be 15m players in Europe by the end of 2001), production companies will be able to fully embrace the medium. Whether it's photography, interviews, backstage footage, making-of videos - even screensavers - the creative opportunities are endless.
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