The GPT ones are strange. The $25 fable one to me is subjectively better than the others. The $100 fable one is too literal and robotic.
The jevons paradox is you need auteurs to curate vignettes or effects and cut or mask them in etc. That's not really different philosophically when software entered art in other ways. I could see errors/glitches lowering in time but I doubt there will be much acceleration.
As someone who has marketed music, shot music videos, directed music videos, cut music videos together from stock footage: you don’t need auteurs.
You did back when MTV made songs big.
No one actually pays attention to the details of music videos any more. It’s visual chewing gum at best. The reality is that now, if you have something half decent, nice colours, nice lighting and a wee bit of a story, no one is going to care.
The only other route is a huge budget spectacular - but you only get the huge budgets if you label lends you the money to make a huge budget video because they think it will increase the amount of money they make - while extending the amount of time it takes you to recoup.
Ultimately, now, it is just another social media asset, so promo videos are built with that in mind.
None of these would cut it.
> No one actually pays attention to the details of music videos any more. It’s visual chewing gum at best.
Hilarious to hear someone in industry blame their audience for the commodification of the medium. Is every industry like this? Surely nobody goes into creative fields thinking “I can’t wait to feed the masses slop!” Who’s killing our spirit?
He's not wrong though. In the 80s I'd watch video shows and over the course of a week I'd probably see some videos 10 times. And it wasn't background filler - I'd actually be sitting in a chair/couch and watching the videos. Kids don't do this anymore. First many/most songs are made popular through TikTok memes, not videos. And videos really are mostly just played in the background as they do other stuff. No one is just tuning into Yo MTV Raps or Headbangers Ball anymore.
Video killed the radio star. Streaming killed the video. Sure, lots of people use youtube for consuming music, but how many of them truly are watching the videos or just have them on while they do something else without seeing the images? With that in mind, putting anything on screen is just checking the boxes
I think short-form video has killed many things. There's just too much dopamine stimulation.
Although arguably music videos have always been a sort of short-form-video - takes strung together enough to keep you engaged through the song.
No, that’s not the fault of the audience.
> need auteurs to curate vignettes or effects and cut or mask them in etc
The problem is that reliable, repeatable professional-grade commercial art and design sensibilities happen in full-time careers. It’s entirely different than fine art, where intense self-exploration and experimentation are a very viable option.
These tools are exacerbating an already difficult creative job market so there’s no reasonable path to get those skills. Our creative professional pipeline is fundamentally broken.
The same thing is happening in software, I see the ladder pulled up and don't feel vulnerable as senior staff. If anything, we face a massive and increasing competency crisis in computing because there is a cult dumb enough to believe acceleration and doomer cases for LLMs.
I got out of the software business after a couple decades and the market for newly graduated designers in my field collapsed in my senior year of 2024 so now I work in machining.
The last of the core industrial skilled trade workforce that came up in the 70s and 80s, before offshoring, is retiring. Offshoring left the industry with all the skilled workers they needed for decades, so a vanishingly small number of apprentices were trained. Since the seniors transferred very little knowledge, very few people still have that knowledge, and they’re scrambling to transfer all of that knowledge into a new batch of apprentices.
I think the software business is closer to a trade than an engineering profession than people care to admit, and is looking at something like that down the road a few years. In the interim, we can look to the rust belt to see how the America industry treats workers that are no longer needed. I don’t even think we need autonomous, agentic virtual developers to make that happen — a double-digit productivity boost will likely result in a double-digit job market contraction.