The underlying message to Q Magazine's article was that Mini-Movies are ruining Music Video.
They state that Mini Movies such as Bitch Better Have My Money by Rihanna is "long, self-regarding, hubristic and flamboyantly expensive" to this I agree, and I also find the parallel statistics of artists who create a Mini-Movie and quickly perish in the music industry pretty humorous. The music video is just horrendous, excessively bloody just to be controversial. It makes me cringe to think that Rihanna's producers thought it was a good idea to make this video.
The article regards Mini-Movies as a last stab at regaining popularity at being different but there are not many good examples, however, saying this I really enjoyed Kendrick Lamar's Alright because it wasn't "snooty" as the article suggested others were. It's political messages and portrayal of the racial injustice in America between black people and the authorities features a hard hitting poem that ends with Kendrick Lamar being shot, inferring that whenever a Black Man stands out, is deviant to everyone else (as Kendrick flies in his video and stands on a lamppost) the policeman doesn't interact with him, he just points his finger and shoots. The video has strong messages as it initially is parallel with a narration by Kendrick Lamar and the message is amplified.
These two Mini-Movies are great examples of a good Mini-Movie and a terrible Mini-Movie. One complimenting what the article states, one contradicting it.
Mini-movies give the song a strong narrative and has the potential to have a real strong effect and message. However, the risk can turn sour and be misconstrued.
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