Orbit - Medicine

What this video is

Released in early 1997 on A&M Records, 'Medicine' emerged at the tail end of alternative rock's mainstream commercial dominance. Orbit — a Boston-based trio headed by Jeff Robbins — built their following on the East Coast indie circuit before landing a major label deal. The single achieved modern rock radio play, appeared on MTV's 120 Minutes, and accompanied the band's placement on the 1997 Lollapalooza touring…

Why it matters

A representative artifact of mid-90s American alternative rock's major-label era — capturing the aesthetic grammar of post-grunge video production: fast editing, performance-driven narrative, film-textured visuals, and an intentional anti-glamour look. The video's broadcast on MTV's 120 Minutes…

The director

Gavin Bowden (born 1970, London, UK) is a commercial director, photographer, documentary filmmaker, and award-winning music video director trained at the London College of Printing and London International Film School. Based in the United States, he has…