Bjork's Wanderlust: Risk vs Reward.

BJORK "WANDERLUST"
Uploaded by Bjork

Bjork has pulled out all the stops for her new video, "Wanderlust". An epic, visual effects laden extravaganza directed by new kids Encyclopedia Pictura.

Now, it's worth debating the relevancy of such a massive (and expensive) undertaking in today's Youtopia culture. With music videos becoming less and less effective as a means of exposure for an artist, here comes an interesting project by the always risk taking Bjork. The question becomes, is it worth going through the expense and (trouble)? there must be a risk vs reward scenario in these days of tight economics and diminishing returns. The video took an army of technicians almost a year to complete, at a cost of whoknowshowmuch.

Bjork is in a leauge of her own, and she must be applauded for opening her bank account to invest in music videos of this scope, even as her music has become less and less user friendly. She's always taken risks and done her thing, resulting in some of the very best the medium has offered.

I've seen the video and while I admire it's achievements, I don't feel the need to see it again. ALOT of effort when into it's making, yet the end results seem proacted instead of organic. Replay value is limited, therefore I'd clasify it as an art project instead of something designed for mass consumption. That doesn't diminish it's value, but i'm not sure if it enhances it.

Time will tell if it catches on, it's a great video on it's own merits. If it starts dialogue again and people talk about it and see it, then it reconfirms there is still life left in the medium. If it does, it's revival might be restored in this day and age of zero attention spans.

I'm all for it.