Simulation: Ten Music Videos That Defined The Y2K Space Age Era

Try finding a Y2K music video that doesn’t feature a hacker in his villain era, dystopian cityscapes, neon lighting or metallic surfaces. During the transition from the mid-1990s to the early 2000s, a fresh futuristic aesthetic emerged, characterised by sleek technology, metallic textures, cyberpunk elements and an optimistic outlook on the new millennium. This trend proliferated across all fields of pop culture: movies (‘Matrix’ and ‘Blade’), fashion (PVC clothing, reflective sunglasses, sky-high tall platforms), technology (iMac candy-colored computers), video games (creating a whole new identity in The Sims) and, of course, music videos.

Artists utilised their fascination with the idea of cyberspace and virtual worlds to create visually stunning and forward-thinking music videos. Hype Williams played a significant role in shaping this phenomenon with his unique and influential visual style. By 1998, Williams had already directed over 200 music videos, you could say ‘No Scrubs’ by TLC takes the crown for its one-of-a-kind vision: latex, baggy pants, eclectic makeup for starters. The looks TLC sported in the video, while exuding confidence and empowerment in a spaceship, was a pivotal moment in televisual history.

The likes of Aaliyah, Missy Elliott, and Britney Spears, were paramount in popularising this aesthetic with their music and fashion choices. Aaliyah embraced a poised, tomboyish aesthetic, adorned in baggy pants, oversized shirts, and baseball caps, seamlessly blending masculine and feminine styles to create a distinctive look. Her most famous moments involve futuristic garments and statement pieces such as the unforgettable Dolce & Gabbana S/S 2000 crystal bra and choker in ‘Try Again’, which is being recreated to this day by many: see Kim Kardashian’s contentious revival. Similarly, Missy Elliott’s style was bold, innovative and beyond iconic; with her supa dupa aesthetic, Missy would often wear her inflated garbage bag look from the ‘Rain’ (1997) during live performances. On the other hand, Britney relied on a combo of sex appeal and twee pop princess glamour at the very beginning of her career, as seen in the video for ‘Oops !… I Did It Again’ (2000) directed by Nigel Dick. That infamous red latex jumpsuit was created overnight by costume designer Michael Bush, and it turned out to be one of the most venerated Y2K moments.

Destiny’s Child, Madonna, Jennifer Lopez and many other artists also paved the way during this epoch, so without further ado let’s dig through the archives and revisit a curated selection of ten music videos that came to define an era.  

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‘Virtual Insanity’ by Jamiroquai

Released in 1996, Jamiroquai’s ‘Virtual Insanity’ is not only renowned for its infectious groove but also for its groundbreaking music video that pushed the boundaries of visual effects. The video directed by none other than Jonathan Glazer, features lead singer Jay Kay navigating a room with moving floors and furniture, creating an illusion of constant motion. The single room characterised by its stark design reflected Y2K minimalism. The camera follows Jay Kay closely, capturing his fluid movements from different angles and perspectives, whilst he seems unfazed by the chaos of the revolving environment around him.

‘No Scrubs’ by TLC

As previously mentioned, TLC’s ’No Scrubs’ directed by Hype Williams showcased a visually captivating world that embraced the Y2K fixation with space odysseys. The metallic fits, sleek and high-tech cityscape accompanied with their bold fashion choices and confident demeanor, perfectly complemented the song’s empowering message. T-Boz, Chili and Left Eye wore three different, but coordinated, cyberpunk costumes which represented their different personalities. Stylist Julieanne Mijares was inspired by Issey Miyake’s designs from the early 90s which, of course, added an element of retro-futurism to the whole vision.

‘If You Had My Love’ by Jennifer Lopez

For her chart-topping hit, Jennifer Lopez portrayed a digital avatar and introduced a generation to stalking on a whole new level. The video directed by Paul Hunter showcased a voyeuristic internet scene featuring actor-admirer Adam Rodriguez, who along with many other viewers, has access to J-Lo’s most intimate moments thanks to various webcams in her house. The video honed in on cyber-futurism, in addition to hi-tech minimalism which transformed Jennifer’s looks (styled by Andrea Lieberman) into timeless classics. The versatility of the fashion is unparalleled, transitioning seamlessly from a Chrome Hearts leather bikini top to cargo pants and sneakers, before finally revealing a shiny, silver dress.

‘Independent Women, Pt. 1’ by Destiny’s Child

Destiny’s Child’s ‘Independent Women’, released in 2000 as part of the ‘Charlie’s Angels’ soundtrack, quickly turned into one of the most popular girl power songs of all time. The music video was directed by Francis Lawrence and it could serve as the most striking example of retro-futurism in this listicle. Throughout the filmic visual, the anointed trio is seen training in a futuristic boot camp while rocking 70s inspired clothing and patterns – the perfect homage to the original show. The combination of the groovy elements, the chromed-out settings, and giddy CGI undeniably captivated the audience.

‘Try Again’ by Aaliyah

Aaliyah’s ’Try Again’, released in 2000 and directed by Wayne Isham, was the ultimate mix of RnB sensibilities and futuristic visuals, creating a one-of-a-kind music video moment. In the video, Aaliyah performs her identifiable choreography, orchestrated by Fatima Robinson, against a backdrop of sheeny architecture and digital effects. Her stylist, Derek Lee, created a now-exalted video look, comprised of a Dolce & Gabbana crystal bra top and a matching choker, which in turn popularised the actual designer pieces. This visual masterpiece went on to win two MTV Video Music Awards that same year.

‘Can’t Get You Out of My Head’ by Kylie Minogue

Kylie Minogue’s ’Can’t Get You Out of My Head’ video was released in 2001 and directed by Dawn Shadforth, a defining track of the early 2000s. The visuals fully embraced the futuristic Y2K mania, by transporting viewers to a surreal and stylish world filled with hypnotic imagery. It’s impossible to think of this bop without imagining Kylie in her sexy, white hooded jumpsuit, which was inspired by the legendary Grace Jones. Against a cascading white backdrop, Minogue delivered a routine choreographed by dance impresario Michael Rooney. The deep, plunging neckline was featured in every tabloid and website in the early aughts, and eventually the outfit was displayed at the Victoria and Albert Museum in London.

‘Oops !… I Did It Again’ by Britney Spears

It’s turn-of-the-millennium and the world is introduced to ‘Oops!… I Did It Again’ by Britney Spears. At the time, the space-aged spectacle masterminded by Nigel Dick, was one of the most expensive videos with a budget of $150,000. The red latex jumpsuit was all Britney’s idea, however. Stylist Estee Stanley explained how they wanted all the looks to be sexy and monochromatic, in keeping with the space opera feel of that era. The fact that Britney’s love interest in the video was originally supposed to be played by Leonardo DiCaprio – due to scheduling conflicts it never materialised – proves this pop gem is beyond powerful in every aspect.

‘Spice Up Your Life’ by Spice Girls

Singing about girl power and living your best life while roaming through a Spice Girls ruled city somewhat inspired by ‘Blade Runner (1982)’ sounds like my idea of fun. The director Marcus Nispel’s idea of what the future might look like was pretty accurate, when it comes to the bold fashion choices from this now classic video. The visual was shot in just two days, and the group stated how this quintessential anthem turned out to be a response to all the criticism they had received by belligerent naysayers at the beginning of their career. 

‘Men in Black’ by Will Smith

‘Men in Black’ by Will Smith was released in 1997 as the theme song for the hit sci-fi film of the same name. The music video directed by Robert Caruso is as eye-catching as you think it would be. The statement look of Smith in his iconic black suit adorned in the Ray Ban shades, backed by a troupe of MIB agents navigating a terrain of extraterrestrial creatures and, of course, high-tech gadgets, fits perfectly with the nutty style of speculative fiction. The definitive hit of summer 1997.

‘What’s It Gonna Be ?!’ by Busta Rhymes and Janet Jackson

The video for ‘What’s It Gonna Be?!’ by Busta Rhymes featuring Janet Jackson, released in 1999, is a Y2K masterpiece. Directed by Hype Williams, the visual juxtaposed dynamic dance performances against a backdrop of pulsating lights and liquefied magic. This $2.4 million video starts off with a glass of molten silver spilling over to reveal Busta Rhymes as a knight in shining armour. And it only gets better, and more outlandish, from there. Janet Jackson appears as a dominatrix, donning an edgy, purple latex suit with piercings, playfully incorporating a series of suggestive innuendos alongside her paramour.

This column is a retrospective piece by columnist and contributor Velvet Coke (@velvetcoke).

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