10 best hard rock music videos of the 2010s

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If the 2000s were the decade when music video budgets got too inflated, then the 2010s were the time when directors started to run out of ideas. There have been some brilliant music videos over the past decade, but with the sheer amount of content it has become more difficult to come up with an original concept.

Childish Gambino’s video for This In America was a rare example of how a well-thought-out idea can impact the times. Likewise, when Joyner Lucas released his anti-Trump video for I’m Not Racist, it redefined what rap videos could be. Both were difficult to watch; it was not about entertainment, they had a message. Hip hop and rap have become the genres at the forefront of protest music.

The realm of video rock (for the most part) has become a revolving door of groups filmed in an isolated landscape or in the center of a giant warehouse … and these videos are good if not somewhat reductive. For the most part, they are simply used to put a face to the names of your favorite musicians.

But not all of the 2010s rock videos were snoozefests. There were a number of ways for bands to stand out, whether it was by using humor, finding a really original concept, or just keeping it simple.

With this clip came the transition of the Arctic Monkeys from the mod-cut indie kids of the 2000s to the sporty pompadour rockers of the 2010s. It was all about leather jackets and swagger from now on. AM was a smooth record and the band knew it.

The video opened with the Monkeys in a bar, decked out in their newly acquired looks, on the soundtrack of Do I Wanna Know? In no time, the suave and naughty Alex Turner finds himself on the other side of too many tequilas and decides to end it.

This is where the music for the video actually kicks in. Despite all the previous poses at the bar, audiences get a glimpse into Turner’s insecurities. He is shown imagining an indescribable woman engaging in a number of obscene acts with random men. We then hear about Alex Turner channeling the undertones of Captain Jack Sparrow, as he stumbles across east London. As the song’s title suggests, the video portrays Turner’s obsession with (presumably) a partner as he bombards her with misguided drunken messages to be rejected.

Maybe it was a simple concept, but it worked.


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