By Ismail Hadj-Maamar 33738244

Childish Gambino’s 2018 music video for “This Is America” is a game-changer. It’s not just a music video; it’s a social commentary on race, gun violence, and the contradictions of American life. The way it mixes dance with brutal violence is shocking, but it’s also exactly what makes it so impactful. The video fits perfectly with Carole Vernallis’s idea of a “second aesthetic” in music videos, which she discusses in Unruly Media. Vernallis argues that music videos have moved beyond just being promotional tools and have become spaces for deep, emotional expression—and that’s exactly what Gambino does here.

Directed by Hiro Murai, the video uses unexpected contrasts to grab attention. Gambino dances joyfully, only for the camera to suddenly cut to him shooting a man in cold blood. The shocking imagery forces us to confront uncomfortable realities about race and violence in America. As Vernallis points out, music videos like this engage viewers emotionally and challenge their perceptions. “This Is America” does just that by using the medium to raise awareness about serious issues in a way that’s impossible to ignore.

The viral success of the video is also a result of platforms like YouTube, where viewers can immediately watch, discuss, and share their thoughts. As Gina Arnold and her colleagues explain in Music/Video: Histories, Aesthetics, Media, social media has transformed how we consume music videos, making them catalysts for global conversations.

However, while the video is powerful, it’s not without its flaws. Some might argue that it relies too much on shock value, which could lessen its long-term impact.

Overall, “This Is America” shows just how much music videos have evolved into powerful forms of expression.

Bibliography:

Arnold, Gina, Daniel Cookney, Kirsty Fairclough, and Michael Goddard. “Introduction: The Persistence of the Music Video Form from MTV to Twenty-First-Century Social Media,” Music/Video: Histories Aesthetics, Media, 1-14.

Vernallis, Carole. “Music Video’s Second Aesthetic,” Unruly Media: YouTube, Music Video, and the New Digital Cinema, 207-233.

Cookney, Daniel. “Vimeo Killed the Video Star: Burial and the User Generated Music Video,” Music/Video: Histories Aesthetics, Media, 255-267.