Peter Gabriel’s ‘Sledgehammer’ (1986) is a landmark music video that exemplifies the evolution of the art form, bridging the early MTV era and today’s digital platforms. Directed by Stephen R. Johnson and featuring at the time groundbreaking stop-motion animation by Aardman Animations, the music video redefined visual storytelling in music. It won nine MTV Video Music Awards in 1987, including Video of the Year, cementing its legacy as one of the most innovative music videos ever made (Vernallis, 2004)

MTV launched in 1981, revolutionized how audiences consumed music, making music videos central to an artist’s image and marketing strategies. ‘Sledgehammer’ epitomized this shift, using its surreal visuals and dynamic editing to captivate audiences and push the boundaries of technology and creativity (Banks, 1996). It showcased the potential for music videos to be more than promotional tools, elevating them to art form.

Fast forward to the digital era, and platforms like YouTube, TIkTok, and Instagram have democratized music video creation and distribution. Today’s artists often emphasize shareability and user interaction, creating shorter, loopable content optimized for social networks. While ‘Sledgehammer’ was meticulously crafted with advanced techniques for its time, modern tools allow creators to experiment with augmented reality, 360-degree video, and AI-generated visuals. These tools align with the fragmented viewing habits of today’s audiences, who seek immersive, interactive experiences.

In this context, ‘Sledgehammer’ remains a touchstone, reminding us that innovation and artistry transcend technological shifts. The video’s emphasis on narrative, spectacle, and artistic vision resonate even in the current digital ecosystem, where creators blend technology with creativity to engage audiences across multiple platforms. As Vernallis (2013) notes, music videos continue to thrive by adapting to and shaping cultural and technological landscapes in which they exist.

Bibliography

·  Banks, J. (1996). Music Videos and Cultural Impact. Routledge.

·  Vernallis, C. (2004). Experiencing Music Video: Aesthetics and Cultural Contexts. Columbia University Press.

·  Vernallis, C. (2013). Unruly Media: YouTube, Music Video, and the New Digital Cinema. Oxford University Press.

Referencing

• Gabriel, P. (2012). Peter Gabriel – Sledgehammer (HD version). YouTube. Available at: https://www.youtube.com/watch?v=OJWJE0x7T4Q.

‌Ari Swan – 33703092