It’s been an honor and a pleasure to delve into this year’s entries in the music video category. The broad range that characterizes this year’s program – both in terms of form, theme and style – provides a rich picture of what is happening in Norwegian music video production right now.
In an era where short «visuals» and «content» for social media have taken on a major role in music dissemination, it is gratifying to see that the music video is still standing strong – both in its classical form and in interaction with new digital expressions. Some of the entries explore precisely this borderland, where new synergies also arise.
Several of this year’s videos impress with visual power and innovative ideas, while others seduce with stories that grab us through direct language and draw us deeper into the music. Other entries challenge and expand the boundaries of the genre, approaching the short film format.
The music video is still an important haven for experimentation. We have seen everything from high-intensity and rough expressions, to low-key, poetic one-takes – often in contrasting compositions that elevate both the music and the images. It is also gratifying to register the musical genre width.
A trend is repeated also this year with the use of artificial intelligence in music videos, which can open up new opportunities and efficiency – but also challenges. At the same time, it is clear to us that the human component is absolutely invaluable in creating something genuine and original.
In an era saturated with generic expressions and predictable content adapted to algorithm-controlled platforms, it is the distinctive, slightly stingy and personal expressions that we remember the most.
We thank everyone who has submitted contributions for their effort, their ideas and their joy of creation. We have been inspired, challenged and entertained – and we look forward continuing following the filmmakers and artists who are behind the works.
ERIK TREIMANN & IDA MADSEN HESTMAN • APRIL 10th 2025
Erik Treimann is educated at Strykejernet art school and has a background editing music videos, commercials and documentaries. In recent years he has leaned more towards directing, as well as working with visuals/lighting for live concerts. He is also co-owner of the production and post-production house ONZONZ.
Erik Treimann has worked with famous artists like Röyksopp, Karpe, Lars Vaular, Susanne Sundfør and Kvelertak. He has received several awards and nominations both as editor and director, and won The gold chair award for best music video at The Norwegian Short Film Festival in 2023.
Ida Madsen Hestman is a film and music critic, journalist and media scholar. She is the editor and founder of the TBA Culture Platform (TBATBA.NO). She has a background from NRK, VG, Dagbladet, Z Filmtidsskrift, NattogDag and the film magazine Montages, and currently she writes for Musikkmagasinet and Klassekampen.
In 2024 she received for the second time a critic’s grant from Fritt Ord and is about to write her first book. The book is about the film «Lasse & Geir» and is part of the book series Norwegian film classics.