We're probably all still reeling from music daddy, Zayn Malik's triumphant return to the spotlight. He did it with the ear meltingly good, "Pillowtalk" and accompanied it with a video starring rumoured girlfriend, Gigi Hadid.
The pair give us a glimpse into life as an inconceivably attractive couple, but also make us wonder if the whole "significant other starring in my video" move is the most personal thing an artist can do.
It wasn't long ago that we were talking about The Weeknd's "In The Night" video starring Bella Hadid, younger sister of Gigi (aka Abel's girlfriend at the time). The pair called it quits a couple weeks later and now this music video just seems quite...odd. It's super stylized and garnered a lots of "couple buzz" at the time. Buzz which was clearly short lived.
gif via tumblr
Gigi Hadid is no stranger to the music video world. Last summer she starred in Calvin Harris' "How Deep Is Your Love" as well as Taylor Swift's "Bad Blood" before that.
Hadid also starred in a video with her crooner ex boyfriend, Cody Simpson, for a single called "Surfboard". Interestingly enough, now that the pair are no longer dating, there is no trace of the "Surfboard" music video on any YouTube or Vevo account associated with Simpson.
It's, by no means, a bad move to star in a video with your significant other. Artists have been doing it since they realised that they could. But the intimacy often required for these shoots is essentially the career equivalent of a tattoo--and even more expensive than one as well.
Kanye West, for example, has called Kim Kardashian "the most beautiful woman of all time", so it's no surprise that she would star in his "Bound 2" music video, a video which was mocked mercilessly by just about everyone. Similarly, Future and Ciara were the couple to beat for a spell during her "Body Party" moment. A moment which is quite fascinating to watch given all that we know about the couple now.
But the truth is that music videos are so permanent. They are like tattoos. They perfectly describe what an artist was feeling at one exact moment in their life. And it's quite obvious how they come about. "I'm shooting a video next week" turns into "do you want to be in my video next week since we're in love, or whatever."
I mean, Ben Affleck and Jennifer Lopez were so in love when they shot "Jenny From The Block". How do you think J.Lo feels about that video now? I mean, Ben taking off Jen's bikini was an iconic moment.
One artist who probably doesn't regret having their significant other in her music video is P!nk. She cast Carey Hart, her then ex, in the role of "Carey Hart" in the music video for "So What". The pair avoided divorce and reconciled around the time of the video's popularity. But most aren't so lucky.
The practice of casting your significant other in a music video isn't new, but it is still pretty weird. Not only is it a snapshot of where a famous relationship is at the moment, but it's also a big gamble. Whether they're deeply in love like Ben and Jen, on the brink of divorce like P!nk and Carey Hart, or just starting out like Zayn and Gigi, everything definitely gets weird when you involve your significant other.