Background and development The music video for "Ray of Light" was directed by
Jonas Åkerlund, who had previously shot the controversial clip for the song "
Smack My Bitch Up" (1997) by
the Prodigy. Madonna stated that when she makes an album, she "puts [her] soul on it", but a music video is a lot more working with a director. With the
Ray of Light album, she wanted to have videos with fresh ideas, and hence wanted to collaborate with new directors. She liked Åkerlund's "special way of working" and spoke with him over the telephone. Their conversations continued for over six months, and most of the time was spent coming up with a final concept for the clip. Test shots taken in Stockholm were presented to Madonna, for conveying the idea behind the clip, but they were deemed good enough to be used in the final product.
Filming and production During filming Åkerlund was accompanied by three of his Swedish employees, photographer Henrik Halvarsson, production designer Mattias Lindgren, and editor Max Vitali. Madonna's daughter Lourdes was also present on set. The clip starts with the rising of the sun and a man opening the curtains in his house, before it progresses into the
Koyaanisqatsi-inspired section, featuring time-lapse images of daily life, from people riding a subway, ordering food, bowling, and children in a classroom to sped-up cityscapes and freeways at night. Interspersed in the scenes is Madonna dancing and singing the track, her image partially merged with the backdrop of the sped-up cityscapes. During the intermediate verse the high-speed motion stops, with the camera focusing on Madonna only against a sunset backdrop but quickly speeds up again. As the clip continues into nightfall, high-speed images of Madonna dancing in a
discothèque is shown, with the camera focusing on the revelers. She suddenly starts screaming. After that she is seen falling asleep on the dance floor, and a revolving shot of planet Earth. On June 23, 1998, the clip was released on VHS as a limited edition of 40,000 copies by
Warner Music Vision. It had sold 7,381 copies by the month after its release, becoming the best-selling video single of the
Nielsen SoundScan era. The video charted on
Billboards Music Video Sales chart for a total of 13 weeks. A few days after its release, Italian director Stefano Salvati accused Madonna's Warner Bros. Records imprint Maverick Records for plagiarizing the concept of a music video he directed for
Biagio Antonacci's 1994 single "Non è Mai Stato Subito". According to Salvati, copies of his videos were submitted to Maverick before the "Ray of Light" video was shot and requested it to be pulled from distribution. Both clips featured the respective singers performing at regular speed against a backdrop of high-speed images. However, he did not sue the singer or her companies. With "Ray of Light", Madonna debuted her "Earth Mother" look, complete with long strawberry blond hair and bronzed body. Author Georges Claude Guilbert wrote in his book,
Madonna as Postmodern Myth, that her "straggly, expensively unwashed look" was comparable to that of singer
Alanis Morissette and to
Venetian paintings. According to Madonna, she went for an
Italian Renaissance look, invoking work of painter
Raphael and
Sandro Botticelli. Guilbert found the singer's description as catering to
postmodernism, in tune with the zeitgeist, and noted that it was just one of her "many reinventions". The book recalled how Madonna "quickly grew tired of the Botticelli-Earth Mother phase" with subsequent singles being promoted with a new Asian-inspired look. In the book
Ex-foliations: Reading Machines and the Upgrade Path, author Terry Harpold commented about the time-lapse sequences, especially the image of a clock and its hands rotating through the hours. He felt that the clip portrays daily life as a futile attempt for survival, enhanced by another shot showing the
sonogram of a
fetus in utero, and a hamster running on a wheel. Santiago Fouz-Hernández, one of the authors of ''Madonna's Drowned Worlds
, described Madonna as esoteric in the clip, as well as portraying "skin-deep Beverly Hills spiritualism". The video can be found on the Madonna compilations The Video Collection 93:99 (1999) and Celebration: The Video Collection'' (2009). == Accolades and recognition ==