The Eye: Mvpa Rewards Clips That Stray From The Mainstream

MVPA AWARDS: The seventh annual Music Video Production Assn. (MVPA) Awards, held April 1 at the Directors Guild in Los Angeles, proved that in the MVPA voters' eyes, the best videos aren't necessarily those that get the most airplay on the major music video networks. Prodigy's "Smack My Bitch Up," Bjork's "Bachelorette," Tool's "Aenema," and Busta Rhymes' "Put Your Hands Where My Eyes Could See" received the most awards (two prizes each), with the controversial and visually arresting "Smack My Bitch Up" being granted the highest honor, music video of the year.
The biggest surprise was that Janet Jackson's "Got 'Til It's Gone" clip was completely shut out, despite receiving the most nominations. However, this video had stiff competition in all of its nominated categories, and it's debatable whether "Got 'Til It's Gone" should have received as many nominations as it did.
The MVPA Awards are given to production companies or individuals involved in the making of a video, depending on the category. Videos eligible for the awards were produced between Jan. 1-Dec. 31, 1997, and the awards were voted on by MVPA members.
This year's awards show was well-paced, thanks to an organized production and the fact that winners had the good sense to keep their speeches short and to the point. Celebrity presenters included "Weird" Al Yankovic and members of Sugar Ray.
Billy Poveda, MVPA president and co-founder of Oil Factory, says the sold-out awards show was "the best we've had so far. I thought it had more focus than last year's event. This is an exciting time for the [music video] industry, because we're making some of the best clips I've seen in a long time." Poveda adds that the MVPA plans to bring the awards show to TV someday.
AND THE WINNERS ARE: Music video of the year: Oil Factory, "Smack My Bitch Up," Prodigy.
Director of the year: Michel Gondry, "Bachelorette," Bjork.
Best cinematography: James Hawkinson, "Aenema," Tool.
Best art direction: Samantha Gore, "Bachelorette," Bjork.
Best editing: Jonas Akerlund, "Smack My Bitch Up," Prodigy.
Best special effects: 525 Post Production, "Transistor," 311.
Pop video of the year: Squeak Pictures, "Fly," Sugar Ray.
Urban/R&B video of the year: DNA, "Gone Till November," Wyclef Jean.
Rock video of the year: Third Eye Films, "Aenema," Tool.
Rap video of the year: Big Dog Films, "Put Your Hands Where My Eyes Could See," Busta Rhymes.
Dance video of the year: Las Telecatuers, "Dirt," Death In Vegas.
Alternative video of the year: Oil Factory, "I'm Afraid Of Americans," David Bowie featuring Trent Reznor.
Country video of the year: The Collective, "Better To Dream Of You," Mary Chapin Carpenter.
Adult contemporary video of the year: Palomar Pictures, "Sunny Came Home," Shawn Colvin.
Feature film video of the year: Partizan, "Deadweight," Beck.
International video of the year: U-Ground, "Help The Aged," Pulp.
Directorial debut of the year: John Hardwick, "The Saint," Orbital.
Longform video of the year: Oil Factory, "Live In The Tragic Kingdom," No Doubt.
Best choreography: Fatima Sayeed, "Put Your Hands Where My Eyes Could See," Busta Rhymes.
Best styling: Bridgette Echols, "Criminal," Fiona Apple.
Best hair and makeup: Natalie McGowan-Spencer, "Man That You Fear," Marilyn Manson.
Producers award: Otto Nemenz.
Hall of Fame award: "Whip It," Devo.
Lifetime achievement award: Russell Mulcahy.
WHAT'S NEXT: Next up for the big winners: "Smack My Bitch Up" director Jonas Akerlund recently completed shooting Madonna's "Ray Of Light" video in New York and Los Angeles. Meanwhile, Oil Factory will be doing the Wallflowers' version of David Bowie's "Heroes" for the "Godzilla" soundtrack. Dom & Nick are directing.