In a decade defined by fragmentation and the emergence of niche, the distribution channels for the music video, such as MTV, faced a dramatic decline. MTV acquitted itself of this role with verve in the 80s and 90s, even for less commercial genres like hip hop, metal, alt-rock and dance. Big names among video clip directors like Spike Jonze, Michel Gondry, Jonathan Glazer and Mark Romanek steadily reduced their output and sought their salvation in feature films.

By the mid-1990s, the usual sales opportunities for clips dried up and the budgets shrank. That did not mean that they stopped making quality clips, they only found their (niche) audience through other and new channels: the internet, the viral video, the fan-made video, and the ubiquitous YouTube. During the last night of Out Loud, you can have a go yourself: everyone selects their favourite noughties clips and then: get dancing. Let’s start drawing up our favourite clips list!