Videomania: Fill Your Head With Rock

    Saturday 07, 3.00 pm, Paseo 1

    Sunday 08, 10.00 pm, Paseo 4


There was a time, not so remote, when video clip was the King. Later on, it was forgotten. Or we forgot about it. What started as a way of adding some visual value to music became a key element to strengthen its promotion: everyone wanted to be there, playing guitar on MTV. Standardization made the artistic angle more prominent, giving it a privileged role not only in global pop culture but in industry. Big names didn’t take long to join in: who was going to miss the opportunity to have renowned directors shoot their song’s videos? Celebrities started to show their faces: Jonathan Demme directed the ultrapop Genius of Love, by Tom Tom Club, Gus Van Sant (responsible of Red Hot Chili Peppers’ Under the Bridge), Spike Lee (Fight the Power, Public Enemy), Brian de Palma (Dancing in the Dark, with Bruce Springsteen live) or Michael Jackson multiplied by two, with Martin Scorsese (Bad) and John Landis with that absolute gem called Thriller. Even Sam Peckinpah directed Too Late for Goodbyes for Julian Lennon: universes that collide, joint talents, together is better.

The mainstream industry supported video clips, investing large sums of money, adding that industrial factor that would make some of them truly state-of-the-art super productions. Little by little, that became demodé: the invested money did not returned as fast as expected, the reflection of each video’s success started to decline. Industry and independent companies started looking at new talents who brought together youth and enthusiasm, apart from being cheaper. Many great director started their career between short films, advertising and video clip, with some selected names standing out for their talent. Thus appeared celebrities that would later be popular for directing feature films: David Fincher, Michel Gondry, Spike Jonze Anton Corbijn, Mike Mills, Jonathan Glazer, Mark Romanek, Valerie Faris and Jonathan Dayton, among many others.

With these names, started the birth of a notion: though there were previous referents, this new group focused on thematic, visual and linguistic experimentation. Now, the music video horizon was endless: the "more different”, the more striking and memorable.

But, inevitably, everything changed. The cannels that had once turned the format into their raison d’état, started focusing on trivial things such as the reality format, with a distant trace of decent programming, leaving the video clip for the least profitable terrain: internet. However wonderful the web is, its side effects are increasingly evident: without any sort of selection or programing that narrows down the endless number of options for all tastes, the navigator inevitably winds up wrecking.

The idea of this new section, simply called Videomania, is to support music videos, with some of the best examples of how they keep broadening horizons, excelling, bringing new things. The selection, with a huge Argentine presence but absolutely non-exclusive, is a good example of very interesting options and talents waiting to be discovered. And music, a lot of music. Here, thus, we have an amazing opportunity to fill our heads with rock.

As a present, a stellar mega premiere: the first screening, exhibition and celebration of El magnetismo, brand-new video clip of El mató a un policía motorizado, directed by Marcos Canosa and Esteban Lamothe. Yes, Rucho himself.

Video clip hasn’t died! Long live the King!




01 El magnetismo, by El Mató A Un Policía Motorizado. Directed by Esteban Lamothe and Marcos Canosa.

02 El pan del facho, by Acorazado Potemkin. Directed by Lucas Toscani.

03 Taguzaz, by Morbo y Mambo. Directed by Julián González Díaz.

04 Hambre, by Gepe. Directed by Ian Pons Jewell.

05 Dejame, by Mariscal de Campo. Directed by Mauro Quiroga.

06 Todo lo que quiero en este momento, oh, by Los Sub. Directed by Fernando M. Blanco.

07 La noche, by Fede Haro. Directed by Nicolás Teté.

08 Río embrujado, by Guazuncho. Directed by Elías Santis.

09 Me contagiás la risa, by La Pandilla del Verano. Directed by Maxi Blanco and Federico Maicas.

10 Voodoo Toy, by Los Coming Soon. Directed by Verónica and Eduardo Escalante.

11 Gato negro, by Mi Amigo Invencible. Directed by Mariano Di Cesare.

12 Otro cuartetazo, by Cosmo. Directed by Fernando M. Blanco.

13 Vamos lejos, by Los Lunes. Directed by Carlos Ignacio Gómez.

14 Jordan, by Eté y los Problems. Directed by Matías Ganz.

15 Los niños, by Los Reyes del Falsete con Lito Nebbia. Directed by Sebastián López.



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