With music specialty channels like MTV and VH1 loading up on reality TV as of late, it seems that music videos are on the verge of extinction. To be fair, I would also have to blame the lack of creativity in most recent music videos as a reason for their demise as well. One of the few places to see them now is on YouTube, but a lot of the media conglomerates that own the rights to them are starting to pull them from the web. It really is too bad because music videos are a great opportunity for inventive short films that experiment with interesting visual techniques. As we’ve discussed before, many a talented filmmaker has gotten his start directing music videos, and every now and then a prominent director returns to do a music video that makes it something of an event.
Such would seem to be the case with the upcoming video for Timbaland’s new single “Give It 2 Me” (feat. Justin Timberlake and Nelly Furtado). Apparently James Cameron has been hired on to direct the video, which will be shot in 3-D. I’m not entirely sure what that means, but apparently Cameron is looking at this as a sort of tech demo for his upcoming sci-fi flick Avatar. I’m pretty interested to see what he comes up with. As far as I know, Cameron hasn’t really directed any other music videos, with the exception of the 1988 song “Reach” by Bill Paxton’s band Martini Ranch. You can check out this bizarre 7-minute video on YouTube now!» Related Link: Ain't It Cool News [via]