I really like the song and concept of Kristine W's latest track: "The Power of Music." The video, however, was disappointing. I heard that Mike Ruiz was directing it and was eager to see what magic he had brought to the video.
The song itself is a very powerful dance floor stomper. It makes you wanna shake your ass! With a title like "The Power of Music," brought by no one else than the fabulous Kristine W I was really hoping for an awesome music video. Unfortunately, throughout the years, dance music's weakest points has been its videos. Nevertheless, Mike Ruiz was directing this, so I was eager to see what the final product would be.
My two biggest disappointments with the video were the lack of choreography and a weak story line.
#1 Choreography: With a title like "The Power of Music," and the fact that this is a dance track choreography is a must! One of the scenes featured throughout the video (with Kristine and 2 dancers) seems to have been the only choreographed scene, but the heavy editing destroyed that.
#2: Story line: This is one of my biggest complaints with many of today's music videos: weak or non-existent story lines. I think it goes without saying that a video needs to tell a story of sorts, whether the approach is direct or abstract is irrelevant, but without a story to accompany a music video you're essentially looking at a song with video without there being an element of congruence.
I really think a concept similar to what was done for Whitney Houston's "Step By Step" would have suited this song extremely well. The song features a great mix of story, choreography, and different montages.
Overall, I really felt like there was too much editing present in this video and it was limited to 6 montages (one of which shows Mike Ruiz and Kristine W walking through what I assume to be NYC). 6 montages/scenes would have been sufficient had there been a stronger story line to accompany them, but unfortunately there wasn't. Instead, I saw what looked like run-of-the-mill effects and plugins for Adobe Premiere/Final Cut.
Now, where the fault lies; I don't know. I'm inclined to say the editing and not the direction is where things went wrong. However, the overall product is what matters the most, regardless of where the fault lies.
I'm only here to voice my opinion on the video, and I'm sure there are many of Mike's fanboys that consider this review blasphemous. Can I do better? I don't know. But surely that doesn't mean that I can't voice my opinion.
So, long story short: next time: more dancing and more story!
The Power of Music (Official Video)
