If there is one thing that can culturally unite any of us who grew up in the 90s, it’s that we all experienced the flourishing music video industry take off, eyes glued to MTV (and later TRL). The first music video actually aired in the early 80s (trivia bonus points if you remember what it was). But it wasn’t until the 1990s that MTV really shifted to promoting artists by giving their music videos constant airtime. It was a golden era when the release of a new video was an actual cultural event. From the boundary-pushing special effects of the time, the future-forward visions, the fashion that inspired us, and the interpersonal relationships we saw play out in the new format, these videos left their mark on our collective consciousness.
Let’s take a look at some of the most iconic, influential, and entertaining music videos that defined the decade:
“Smells Like Teen Spirit” – Nirvana
The funny thing is, you could actually smell this music video from across the screen. Set in a dimly lit gym, with a chaotic pep rally unfolding around Kurt Cobain and his bandmates, “Smells Like Teen Spirit” perfectly captured the angst and disillusionment of the grunge movement. The video’s raw energy, rebellious spirit, and unpolished look made it a cultural touchstone, reflecting the changing tides of 90s youth culture.
“Vogue” – Madonna
Madonna was the queen of reinvention in the 90s, and “Vogue” was one of her most iconic (and perhaps best) moments. The black-and-white music video oozed old Hollywood glamour, showcasing Madonna and many dancers striking bold, angular poses. “Vogue” brought ballroom culture to the mainstream, celebrating fashion, beauty, and empowerment in a way that left a lasting impact on pop culture.
“Waterfalls” – TLC
It’s funny(?) to look back and think that we sang along to these lyrics as little kids, having no real clue about their heaviness. TLC’s “Waterfalls” became an instant classic with its socially conscious message and striking visuals. The video tackled serious issues like drug abuse and HIV (if you were old enough to catch it) while blending cutting-edge CGI effects with emotional storytelling. The iconic choreography, set against a backdrop of shimmering water, made this video a defining moment for TLC and 90s music as a whole.
“Scream” – Michael Jackson & Janet Jackson
Who didn’t squeal to see this sister-and-brother duo united? When two of the biggest pop stars in the world—Michael and Janet Jackson—collaborated on “Scream,” the result was a futuristic, high-budget visual masterpiece. Set in a sleek, monochromatic spaceship, the video’s gravity-defying choreography was future-oriented and apparently one of the most expensive music videos ever produced at the time.
“…Baby One More Time” – Britney Spears
Few music videos are as iconic as Britney Spears’ debut, “…Baby One More Time”. Clad in her now-famous schoolgirl outfit, Britney danced through the halls of a high school, setting the tone for the bubblegum pop explosion of the late 90s. The video became a cultural phenomenon and launched Britney into pop superstardom, solidifying her place as the face of 90s teen pop. Fun fact, the iconic phrase was actually a mistake by Swedish songwriters who believed “hit” meant “call” in American slang.
“Virtual Insanity” – Jamiroquai
Jamiroquai’s “Virtual Insanity” was a visually mind-bending masterpiece, even if you didn’t love the song. The video featured frontman Jay Kay dancing across a moving floor as furniture and objects shifted unpredictably around him. The use of practical effects, paired with the slick choreography, made this video one of the most innovative of the decade.
“No Scrubs” – TLC
TLC struck gold again with “No Scrubs,” a video that combined futuristic visuals with a bold feminist message. The spaceship setting, eye-popping outfits, and confident choreography made this video an instant hit. The trio’s cool-girl swagger and empowering lyrics ensured that “No Scrubs” became an anthem for women in the 90s and, of course, seriously altered our fashion senses.
“Sabotage” – Beastie Boys
This video became an instant cult classic that still holds up. A hilarious homage to 1970s cop shows, the video, directed by Spike Jonze, cast the band as over-the-top detectives with fake mustaches, car chases, and dramatic freeze frames. The DIY aesthetic, combined with the Beastie Boys’ goofy performances, made this video one of the most fun and memorable of the decade.
“Criminal” – Fiona Apple
“Criminal” may have been one of the most controversial videos of the ’90s. Although it was the fifth single from Fiona Apple’s debut album Tidal, it was the breakout track of the record. Scenes of the extremely young singer shedding her clothing and laying in the laps of half-naked men sparked shaming against her in the media and accusations of promoting the gaunt heroin-chic body trend of the ’90s. But I think most young women at the time would have said it was also somehow an incredibly empowering song and video, adding to the early culture of the anti-S***-shaming movement.
“Black Hole Sun” – Soundgarden
Black Hole Sun by Soundgarden was a trippy, surreal music video that perfectly matched the haunting vibe of the song. And if you were like me, it absolutely terrified you as a kid. The video featured distorted visuals of suburban life, where everything appears unsettlingly perfect—until it melts, warps, or explodes (I still cringe thinking of it). The eerie visuals captured the darker side of 90s rock and were a perfect fit for our brooding little hearts.
“California Love” – 2Pac ft. Dr. Dre
Set in a post-apocalyptic world reminiscent of Mad Max, 2Pac and Dr. Dre’s California Love was an epic vision of the future, complete with desert landscapes, futuristic cars, and high-energy performances. The video’s cinematic quality and larger-than-life aesthetic made it a landmark in 90s hip-hop and a symbol of the West Coast rap scene’s dominance. And with Pac’s passing not too long afterward, it held a special place for all of us.
