By Courtney E. Smith
In a world dominated by Beyhives and Beliebers, where budgets for music videos have been in sharp decline since the hip-hop heydays of the ’90s (when you could find Jay-Z on a yacht and Diddy on an even bigger yacht), one rock band maintains committed to raising the music video to an art form.
With their combined years of experience in film, Thirty Seconds To Mars can personally craft and execute a video narrative like no other band. From the unexpected Shining tribute in “The Kill (Bury Me)” to the first-ever complete music video shot in China for “From Yesterday” to the Los Angeles love letter of “Kings And Queens” to the star-studded short film for “Up In The Air,” the trio has continually matched its cinematic songs with highly conceptual clips. They’re a band that doesn’t dumb down artistic endeavors for the fans, known as the Echelon. If anything, they plant cultural Easter Eggs in their epic videos to keep their throngs of highly engaged fans poking away and the mystery and myths they’re constantly building.
In this episode of Radio.com Inside Out, we explored Thirty Seconds To Mars’ music video history. The band themselves shed some light on their work, including the revelation that singer Jared Leto thought his original cut for “The Kill (Bury Me)” was “a piece of s***.” Also weighing in was panel of experts and Thirty Seconds To Mars collaborators including: Howard Petruziello, VP of Promotion at Capitol Music Group; Amani Duncan, former SVP of Marketing/Video at Virgin Records (2000-2008) and current VP of Brand Marketing for Martin Guitars; Gina Esposito, VP of Music & Talent at MTV; and, Steven J. Gottlieb, Founder of Video Static.
Thirty Seconds To Mars released their latest album, LOVE LUST FAITH + DREAMS, on May 21.