Why do we need music? Why do we consume it desperately? Music is an inalienable element of the human condition. It is the only art form that we have already "built in" by default throughout our voice and body. We have used music as the primary element of evolution, because its constitutes the mere foundations of our thoughts and feelings. Music is the reason why we don't have lunch hanging from a tree or smell the opposite sex ass to show affection. Music defines us as Humans. And according to Brazilian group Cansei de ser sexy, "Music is my hot hot sex".

And... as all things human music is marketable. Back in the sixties, there was once this little group that you might have heard of, called "The Beatles", that thought of promoting their songs with a feature film. And their little commercial experiment turned out to change history. With their first film "A Hard Day's Night" they established the visual template from which the art form of music videos would evolve till our days. From that moment, record labels began to use the visual medium to promote singles without having to make any in-person appearances. Then appeared TV. And then MTV.

Generally speaking, the music industry only considers videos as a marketing and distribution support for their singles. (and singles are considered a support to sell albums, and albums help sell shoes, condoms, toys, drinks and so on and so forth. Pretty evil) The main intention of a music video is to establish trends, be flashy and be trashed after a week. But on rare occasion, videos transcend their commercial intention and become real works of art, enduring on popular culture and evolving film techniques and styles. Many videos are even turning into a test field for technical improvements intended for features.

I am sure that regardless of your field, these great music videos can be huge inspiration for your creative work. And because it's essentially art, they can too inspire and change your lives. I've enjoyed immensely building up this list, and really hope that at least one of you readers out there take the time to sit back calmly with your souls and brains wide open, and play these marvelous songs from start to finish. You will surely feel the change in your life. I promise.

1. Cibo Matto - Sugar Water

Michel Gondry

Holy SHIT! This is the kind of video that leaves you rubbing your eyes and wondering what the hell have you just seen. It almost obliges you to see it again. And again. Do you know what a palindrome is? It's a word or phrase that's read the same way forward or backward. Like RADAR, CIVIC or POP. If you want to describe accurately this experience to anyone, it is safe to say this is a true and unique visual palindrome. In fact, its the only one I've seen. And all of it in just one take. Or two?

2. Gnarls Barkley - Who's gonna save my soul?

Chris Milk

THE perfect description of relationships. From Chewbacca to Brad Pitt, I think all of us have been dumped at least once. Phrases like, "I need more space", or "Let's be friends" are so common I've always suspected they are embedded in women's genetic code. This video exemplifies perfectly the feeling of loss  at a breakup and that urge to shout out "Shut up, you are tearing my heart apart!" This warm, heartfelt atmosphere and cinematography is trademark of Chris Milk. Don`t you feel like watching at a 70's Kodachrome?

3. The Prodigy - Smack my Bitch Up

Jonas Åkerlund

POV (point of view) shot of a hell of a night, superbly executed to make you feel like a real hangover. One of the most surprising endings ever. Bet you an icon set you didn't see it coming.WARNING!: This video contains material not suitable for minors.

5. Basement Jaxx - Where's your head at?

Traktor

Each time I hear a top 40 station I get to the same conclusion. Pop sometimes is so bad maybe it could be played by monkeys. The compositing (post production process where you blend the real footage elements with the C.G.) is totally awesome. Tells the story of a talent agent of some sort searching music's great best thing and finding something a bit wilder.

6. The Rolling Stones - Wild Horses

Jim Gable

The one thing that can make art effective is its capacity to generate emotion. And this video, without any special effects, without any fancy camera work or editing, captures one of the most intimate and beautiful moments in Rock & Roll history.  Jim Gable immortalizes the Stones in a raw state, as just 4 friends reunited at their studio doing with love what they do best: Music. This song is played so imperfectly, that is perfect. Plain human emotion that brings anyone to tears.

7. Blur - Coffee & TV

Hammer & Tongs

This is a narrative piece, telling us the story of a milk carton looking for a missing human. How does that sound? The craziest part is that you do get touched by it. Humanity inside!

8. Air - Cherry blossom girl

Kris Kamsky

9. Michael Jackson - Thriller

John Landis

10. Cuarteto de nos - Ya no sé que hacer conmigo

Milagrito Films

An extremely ingenious use of motion graphics. This video costs the fraction of what big record companies invest on their teen wonders, and yet the effectiveness and emotion Milagrito films achieves surpass three straight hours of MTV. If you speak Spanish, the lyrics fixate into your brain almost immediately and if you don't, you still wonder why you feel so bewildered. A work of art.