Eliminating the Ninnies and the Twits: Devo and the Art of the Music Video

In 1979, Devo completed their first long-form music video, entitled The Men Who Make the Music. It was an ambitious, inventive piece of work that remained shelved for years due to its anti-music industry content. It ended up getting released around the same time as their second long form video, We're All Devo! (more of a music video compilation that TMWMTM). In any event, during a time when most music videos consisted of little more than the artist playing on stage and some flashy quick cutting, Devo used the music video to further their own artistic agenda. Like most every facet of their career, Devo's music videos were often misunderstood and attacked by the mainstream music press. The video for "Whip It," for example, was labeled as sexist and offensive by women's groups.

In truth, Devo's videos, like their music, were designed to mock and satirize the faceless conformity of the technocracy that we find ourselves in. It's no coincidence that in every shot of the band they're all dressed exactly the same, down to the shows. "Express your individuality," they said in an ad for Honda Scooters in which they all wore the same white button ups and rode the same white scooter. It's a post-post-modern attack on America after Watergate, the Kent State massacres, and the emerging Conservative movement. In Devo's world, rebellion is obsolete; the only way to attack the system is to completely blend in.

Apologies for the low video quality of these stills (they were ripped from a VHS tape), but I feel that they need to be seen. Devo's work is more relevant than ever in the technologically fascist world in which we live.

"Jocko Homo"