I just peeped the new video from L.A. rockers Lucid Fly (“Means to an End”) and I have some mixed emotions about it. As a consumer, I thought it was okay. As a video professional, I clearly see that it needs work. Now before you die-hard fans go flying off the handle let me give you my official $.02…
The Good: The music is AWESOME! I enjoyed every minute of the record. It had my heart racing, adrenaline pumping and my undivided attention. Nikki Layne’s vocals were solid and the instrumentation (provided by Doug Mecca and Go Nakabayashi) was masterfully arranged and sequenced. This song is so intense… I felt like I was transforming into The Incredible Hulk and was ready to tear ish up while engaged in this vehement work of art.
The Bad: As the saying goes, “Too much of a good thing is a bad thing” and visually, the extreme close ups (ECUs) and delayed focus were too much to follow. It’s good to have some ECUs mixed in to add emotion to the shot, but damn man, almost the whole video was ECU shots. I had a hard time trying to stay focused on the screen because a good portion of the video was out of focus. And I’m sorry, what was this video about again? I couldn’t tell you. A little clarity please?
Overall: Again, the song is ridiculously good and could easily be played 10 times per day on your favorite station. The film quality of the video was on point as well. But the visuals are a bit jarring and too unfocused and the plot was lacking. My advice to Lucid Fly: Make your videos match your music. You should mix up your shots, cultivate your video’s story, and work with your directors to really showcase the band’s creativity. Despite the shortcomings, I’m still giving this video the Amped Stamp of Approval because the song is amazing. That’s my $.02… What’s yours?