＊NSYNC - (God Must Have Spent) A Little More Time On You

What this video is

Released in 1998 as the third US single from *NSYNC's self-titled American debut on RCA Records, this video arrived at the peak of the late-90s boy band arms race between *NSYNC and Backstreet Boys. The sentimental, family-values narrative — depicting a mother-son relationship across generations including WWII — positioned *NSYNC as wholesome, emotionally accessible artists distinct from more style-driven…

Why it matters

A pivotal transitional artifact in the US teen pop canon: the song and video established *NSYNC's commercial viability in the American market ahead of their breakout album No Strings Attached (2000). The ballad format demonstrated the boy band genre's capacity to transcend youth demographics, and…

The director

American music video director, film director, and VJ from Queens, New York. Pioneer of urban music video production in the 1980s–1990s; co-created Video Music Box with Ralph McDaniels, one of the first TV programs to feature hip-hop videos. Directed 100+…