What's going on, world? My name is Matthew "Mac" Cherry and I am what some may call a music video expert. Not only have I been watching music videos since "The Box: Music Television You Control" days, but I now work professionally in the business as a director myself. I have worked on the television shows Girlfriends, Heroes and The Game and have recently broken into music video directing. The reality is that today budgets are not even 10 percent of what they used to be, and you can clearly see it in the visuals that artists put out. With that said lack of money is not an excuse for a lack of creativity. There have been some great music video directors that have broken out onto the scene and have made amazing visuals. Directors like myself, Ms. Melina, Taj and Vashtie stand out as people who take pride in coming up with creative visuals for the artists that they work with. I come to you live from "The Director's Chair" to break down some of your favorite (or not-so-favorite) music videos from a creative and technical angle. On top of breaking down your favorite videos this blog will also offer you some insight and special behind the scenes footage on my sets as I work with some of today's hottest artists.
The first music video that I am going to breakdown is a prime example of how not to put an artist out. Although it's not your typical SoulBounce fare, the song is one that everyone has probably heard on the radio every 10 minutes: Jeremih's "Birthday Sex." I really have a problem with videos that come across like the director didn't even listen to the song when he submitted an idea for the video. Helmed by music video veteran Jesse Terrero, this video finds Jeremih and his leading lady dry humping throughout a lavish mansion on the beach. My biggest problem is that the video for "Birthday Sex" contained no references of balloons, candles, presents, or a birthday cake. Hell, it barely contained any references to sex save for a handycam sitting on a tripod. Honestly after the whole Rihanna/Chris Brown and Nas/Kelis alleged sex tape scandals I don't think implying that a sex tape is being created is the proper way to promote a young new artist anyway. All in all the video as a whole is boring and unmemorable. After watching this video, the question you need to ask yourself is, does it make you like the song better and Jeremih more as an artist? Probably not and the video itself even less memorable.