Rock videos as mini-musicals?

Has anyone else noticed the return to theatricality in rock videos lately? As much as I loved the music of the early-’90s grunge scene – particularly Pearl Jam, STP and Nirvana – videos that offered more than just lip-synced performances with interesting backgrounds were few and far between. While generally serviceable and occasionally outstanding (in the case of some Smashing Pumpkins clips), most didn’t bear repeated viewings.

And when a single gunshot brought that era to a screeching halt, things went swiftly downhill. Bland, shiny pop-rockers and nu-metal thugs offering nothing in the way of compelling music or images flooded the airwaves, and “concept videos” were all but unheard-of.

Thankfully, the rock scene is undergoing a modest revival at the hands of ’70s/’80s-inspired throwback acts and emo/screamo bands, some of which offer a whole lot more than the cliché of skinny boys in tight jeans crying into their microphones. With this musical change has come a shift to an artistry rarely seen in music videos (which are, of course, rarely seen themselves these days).

For proof, look no further than a trio of clips from the oft (unjustly) maligned My Chemical Romance’s sophomore album, “Three Cheers for Sweet Revenge” – in particular the theatrical “Helena” and the stunning “The Ghost of You.”

From the mini-musical of “Helena” to the note-perfect “Saving Private Ryan” homage of “Ghost,” which utilizes actual World War II veterans and authentic army uniforms, MCM is truly operating on a higher level than nearly all of their contemporaries.

Also of note:

- The highly stylized clip for Evanescence’s latest single
“Call Me When You’re Sober.” While more a series of arresting images than a complete narrative, this one is nonetheless beautifully eerie with its "Little Red Riding Hood"-meets-"Interview with the Vampire" gothic motif.


- The Killers' new Springsteen-influenced “When You Were Young,” which perfectly matches the song’s sweet-and-sour theme of nostalgia for times and feelings that will never be again.


The video’s Mexico-set story of a dying love affair is so subtly and poignantly realized, it could serve as a companion piece to acclaimed director Alejandro González Iñárritu’s masterful “21 Grams.”


- Though not one of their best songs, the Burton-esque video for The Used's "All That I've Got" blends surreal imagery and storybook animation in its nods to everything from "Alice in Wonderland" to "The Shining."


While these may occasionally clips tiptoe up to the fine line between artistry and pretentiousness, it’s exciting to see bands realizing the medium’s potential as a forum for visual artistry.

But enough of my ramblings, which have unapologetically stepped over the aforementioned line. I’m wondering if anyone else is noticing this trend and, if so, do you welcome it, or just wish bands would stick to performance videos and let the music speak for itself?