Björk - Joga

What this video is

Released in September 1997 as the lead single from Homogenic, 'Jóga' arrived at a moment when Björk was consolidating her identity as Iceland's foremost cultural export and pushing the boundaries of what a pop music video could be. The video functions as a visual ode to Icelandic national identity — its volcanic geology, geothermal landscapes, and extreme natural beauty — at a time when Iceland was not yet a…

Why it matters

A defining artifact of 1990s art pop and electronica music video practice, 'Jóga' demonstrates the genre's capacity to fuse orchestral composition (Icelandic String Octet), electronic production (volcanic beats, LFO-derived textures), and cinematic visual language into a unified aesthetic…

The director

Michel Gondry (born c. 1963–1964, Versailles, France) is a French film, commercial, and music video director noted for his inventive visual style. He began directing music videos for French band Oui Oui, which led to his landmark collaboration with Björk…