Music Videos of the ’90s: Always by Bon Jovi

We’re super excited to republish this post by Madie of popculturepartywarrior. Reading about Bon Jovi’s Always video gave us major feels and reminded us why the song should be our go to karaoke classic. Celebrating all that’s awesome about the ’90s, we’re happy to have Madie on Clarissa!

Before we begin, please admit that you’ve mimed the chorus while doing the power ballad air-grab at some point in your life. Once you have stopped living in denial, read on.

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Smoulder me good, Jon.

Possibly the quintessential portrayal of (rock) music video melodrama, ‘Always’ incorporates everything: big hair, guitar solos, explosions, long shots of city streets, infidelity, fancy dress parties, and baggy denim. Mini-movies like this take the blame for my idealised view of adult life as a hedonistic whirlwind marked by passion and really, really good-looking people. Speaking of which, we see Jon Bon Jovi at his aesthetically pleasing peak in the band close-up shots, with a hairstyle I would like to see re-appearing on the faces of more men, please and thank you.

To veer away from my shallow appreciation, the song is sentimentality in a 6 minute punch. Nowadays, hit songs rarely invoke contemplation on what it would be like to care indelibly for somebody who isn’t yourself, and definitely not to this extent: “if you told me to die for you, I would.” Dramatic declarations are too late to save the couple on screen however, as the Mick Jagger-mouthed protagonist cheats on his beautiful, fun-loving girlfriend with her flatmate in a decision nobody has ever understood. I can remember watching the video on VH1/MTV as a young whippersnapper when my brother relayed to me the thought process behind the man who stared a regrettable action in the face and said “yeah, I’ll do that.” It was basically akin to a 2 year old seeing a forbidden sweetie and grabbing it, only this was a grown man who should know better. As you can tell, I have never forgiven Jagger-mouth for his wrongdoing.

He ruined his shot at redemption when he enacted an arson attack on an unsuspecting artist who lived down the street. In what can only be described as the most glamorous one night stand of all time, a beatnik man in a black turtle neck jumper painted a portrait of the lovelorn lady while they inbibed white wine and listened to Bon Jovi, probably. Our protagonist felt entitled to rage upon this incident as he has no control of his emotional impulses, and admittedly, this fits the song perfectly. The storyline fits, entices and enthrals you.

NOTE: Keri freakin’ Russell a.k.a. Felicity is in this video!!!!! How did we never know this? Wowzers.

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Felicity starts shit by sleeping with her roommate’s boyfriend. What a cunt.


Screen Shot 2015-09-13 at 21.15.10Madie H writes, sings and eats with passion. Her concisely named blog, popculturepartywarrior, includes musings on music videos, films, Buffy, feminism, astrology, personal stories, self-love and the 1980s. She was born in 1992. She performs poetry and stand-up comedy around Manchester way, and has a strangely tricky time composing bios for someone who has a selfie-filled folder titled “My Face”. A graduate of English Lit with Creative Writing, she is qualified to proudly use split infinitives and will do so with free abandon. Party on, dudes.

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