I read an article today proposing a handful of reasons why today’s TV is better than movies. While I do, for the most part, agree with the idea, I won’t go into detail about that (but you can read the article here). The reason I am mentioning that article at all, is that I feel the music video format is also experiencing a similar shift in popularity and relevance. Thanks to the ease of which sharing can occur on social networks, and the apparent lack of focus people experience when consuming media, especially online, I feel the brevity and instant appeal of music videos is clearly going to ensure that the format is here to stay. There is a true art in creating video set to music, essentially void of dialogue, yet can still unveil engaging stories and captivating images in extremely short bits of time. The following videos released this week are prime examples of superbly executed music videos as selected by Adam Alexander of FRINGE MUSIC FIX.

"Slumville Sunrise" is a comedic and stylistic departure from Jake Bugg’s previously released music videos. The video opens with a quite seedy-looking Jake Bugg sporting a baby blue track suit, inquiring about engagement rings in a jewelery shop. In what may be a predictable turn of events, a terrible but hilarious green screen pursuit ensues when Jake makes a mad dash with the stolen ring. The finished product is reminiscent of a chase scene from Benny Hill, if Benny Hill's editor experimented with hallucinogenics. The closing scene is a quite funny shared dialogue between Jake Bugg and the peculiar actress portraying his girlfriend, who is clearly with child, as he presents her with the stolen ring. I enjoyed the video because it revealed Bugg’s keen sense of humour and proved he has many outlets for his craft.

Ellis Bahl is quickly becoming one of my favourite music video directors. Last year’s video for Alt-J’s "Breezeblocks," his recently released video for BANKS’ "This Is What It Feels Like," and his clip for Josh Record’s "The War," are all unforgettable music videos that showcase Bahl’s unique style and narrative skill. With it’s opening shot of a man waking suddenly and uncomfortably on the ground, it’s clear "Gold" will possess a narrative. As the man wanders through a dark and abandoned house in pursuit of a mysterious figure, we are intrigued by the enigma of the whole affair. The video concludes in such a way that is simultaneously underwhelming and completely brilliant once its full impact strikes you. Like "Breezeblocks," the reveal will almost certainly send you back for repeated viewings to search for clues that confirm that you fully understand what you’ve just witnessed.

The video for Fender Heist’s "Fighter" is a dark, cinematic music video that accompanies it’s ominous electropop track and echoes shades of Fleur & Manu’s work for M83. "Fighter" features a young female lead waking in a hospital room and slowly making her way through the hospital halls where the staff lay unconscious or dead. A lot is left to interpretation, but the girl is either the bearer, oppressor or victim of supernatural powers or forces. The exceptional quality of production of both the video and the track made this one of this week’s easiest picks.

The Stu Thomson-directed video for Rudimental’s "Free" would stand out on it’s own as a jawdropping stunt video featuring actual free-flyer Jokke Sommer, but the real reason I feel it’s a true standout is in its setting and introduction of it’s lead character. We are introduced to a young boy who is clearly an outcast and shunned by his peers. One day, after being bullied, the boy is captivated by a man handling a bird. It’s unclear if the young man we are later introduced to is representative of the young boy whose grown up to develop a passion for free-flying, or if both stories are intended as parallels. Either way, everything comes together with great ease as the song’s tone, it’s lyrics and the dual narrative are all a perfect fit.

I’d be lying if I didn’t admit that I re-enact scenes in my car similar to the video for "Slow Down" often. Call me emo, but there’s nothing that moves me to emotion more than music paired with driving. I’m not just referring to feelings of sadness, but to the whole spectrum of feelings one might feel. For those unfamiliar with Milosh, he is a Canadian artist, and one half of the brilliant Alternative R&B act, Rhye. Milosh’s self-directed video for "Slow Down" encompasses a many emotions via its single continuous shot of actress Alexa Nikolas driving while listening to the song featured in the video. You may recognize Alexa from Nickelodeon’s Zooey 101. It’s also important to point out that Alexa is Milosh’s wife, which makes sense, as it’s quite evident there is some tenderness and admiration in Milosh’s direction and behind his lense. The video is also testament to the acting chops of Alexa, as her performance here is inarguably very well executed.

HONOURABLE MENTIONS

The 1975 - Girls

Aloe Blacc - Wake Me Up

Arctic Monkeys - One For The Road

The Belle Game - River

Chlöe Howl - Paper Heart

Deadelus - Tiptoes

Disclosure - You & Me (Flume Remix)

Ghost Culture - Mouth

I Break Horses - Faith

Mt. Wolf - Midnight Shallows

PYYRAMIDS - Invisible Scream

SV? - Talking To the Walls

Symmetry - The Hunt

Young Fathers - LOW