The M Machine - Glow dir. Mike Diva
Mike Diva is pretty awesome. He is from a younger generation that were the first to grow up totally engrossed in youtube from early childhood and he tends to truly understand the medium. He and the high budget marketing team behind him have put a lot of calculated work and money into building his web-persona and very quickly followed the rules of the internet to carve themselves out a niche as a web-personality and minor cewebrity. In no time he’ll have an edgy tv show or a cool budgeted film or a breakthrough work. In the mean time, a lot of his videos are interesting and have a distinct voice but otherwise don’t really pop for me. It’s a kind of cool video, especially if you aren’t very jaded or old enough to have seen all the major movies he is obviously referencing. And I guess people that aren’t that old are his target market, so maybe I am not the one to even be criticizing it in the first place.
Anyway, he is definitely an up and coming, noteworthy figure in music videos, so his work is interesting on those grounds.