How Temple of the Dog Pioneered a New Genre of Music Videos in the ’90s

Matt Giles | Longreads | May 2017 | 15 minutes (3,772 words)
Last month, Pearl Jam was inducted into the Rock and Roll Hall of Fame. Introduced by David Letterman, who looked resplendent with his chin-length beard, it was a fitting honor for one of the greatest rock groups of all time. “I feel like maybe we’re about halfway there to deserving an accolade of this kind of stature, but this is very encouraging,” said Eddie Vedder, Pearl Jam’s lead singer, as part of his acceptance remarks.
What was left unmentioned by Vedder and his fellow bandmates was the collaboration that directly preceded Pearl Jam’s formation more than 25 years ago in Seattle—a supergroup that enjoyed its own moment in the spotlight last year.
Temple of the Dog only released one album, but after a two-decade hiatus, the group reformed in June and announced a multi-concert tour across the United States. Normally, this wouldn’t have made headlines, but it did because Temple of the Dog was a mix of soon-to-be superstars from Pearl Jam and Soundgarden, including Jeff Ament, Stone Gossard, Matt Cameron, Mike McCready, Chris Cornell, and Vedder (who didn’t tour, but was in the original lineup). These rock gods had never officially toured as Temple of the Dog (there have been a few shows here and there, and every few years a video of Cornell and Vedder jamming out to “Hunger Strike,” the band’s hit single, goes viral), but this tour was the first time the musicians got together as the early-’90s super group. “We’re essentially a baby band,” Ament told Rolling Stone in a recent oral history of the band. “We’re 25 years down the road, but we’ve never toured.”
The tour renewed the attention paid to Temple’s “Hunger Strike” music video. Released three times over the ensuing decades, the video — sparse, loaded with symbolism, and an ode to both the city of Seattle and Andy Wood, the Mother Love Bone singer whose death both launched and inspired Temple’s founding — gained notoriety for helping to foment the wave of the ’90s video genre. You know what they look like: dark colors, set in nature, elderly individuals writing on a chalkboard, anthropomorphism, warped graphics, unconventional camera angles, and more. The TV sitcom “How I Met Your Mother” mocked the style in the 2013 episode, “PS I Love You”; the episode featured the alt-rock backstory of Robin Scherbatsky, whose breakout hit had all the ’90s music video trappings (including extras clad in flannel). Read more…
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