Renowned music video director Marty Callner, who played a pivotal role in propelling some of the most iconic rock bands of the 1980s into mainstream success through innovative visual storytelling, passed away at the age of 78 on March 17. His contributions to the music video landscape have left an indelible mark on the industry, showcasing the power of visual media in enhancing musical narratives.

According to Hits Daily Double, Callner was the creative genius behind the memorable promos for Twisted Sister‘s “We’re Not Gonna Take It” and Whitesnake‘s “Here I Go Again.” These groundbreaking videos not only captured the attention of audiences but also played a crucial role in establishing the bands’ legacies at the dawn of the video age. His ability to blend music with compelling visuals set a standard for future artists.

Callner’s collaborations with Aerosmith, including the iconic tracks “(Dude) Looks Like a Lady” and “Crazy,” as well as Cher‘s “If I Could Turn Back Time,” revitalized the careers of these legendary artists, marking significant turning points in their trajectories. His visionary approach to music videos helped redefine the genre and enhance the artists’ overall appeal.

In response to the tragic news of Callner’s passing, David Coverdale, the leader of Whitesnake, expressed his sorrow, stating, “Heartbreaking news… What an amazing guy [and a] super talent. My sincere condolences to Aleeza, his family, friends, and fans.” This heartfelt tribute underscores the profound impact Callner had on his peers and the music community at large.

Watch Twisted Sister’s ‘We’re Not Gonna Take It’ Video

READ MORE: The 30 Greatest ’80s Music Videos

Beyond his work with iconic rock bands, Callner also directed powerful music videos like “Never” for Heart and “We Belong” for Pat Benatar. Earlier in his illustrious career, he produced HBO music specials featuring renowned artists such as Fleetwood Mac and Diana Ross. In the 1990s, he diversified his talents by directing stand-up comedy specials, including performances by legends like Robin Williams and Jerry Seinfeld. Furthermore, he made a significant contribution to reality television by creating the beloved sports series Hard Knocks in 2001.

In a revealing 1987 interview with the LA Times, Callner shared his philosophy on rock music videos, emphasizing that they should embody themes of sex and power. He remarked, “Hopefully we’re not gratuitous about it. I’m not really the Russ Meyer of rock videos. I don’t want you to think that it’s sex for sex’s sake – although it is and it isn’t, if you know what I mean. It’s not a lot of skin: It’s all attitude.” His perspective reflects a unique understanding of the medium’s artistic potential.

Watch Whitesnake’s ‘Here I Go Again’ Video

Unlocking the Secrets to Creating Captivating Rock Music Videos with Marty Callner

Callner elaborated further, stating, “There are no rules in rock video. You can experiment and play with film and have a good time. You can get as weird as you want. Rock videos should be nothing more than fun. I think it’s all taken too seriously.” His belief in the freedom of artistic expression in music videos encouraged a generation of directors to think outside the box and explore innovative concepts.

He continued, “If you try to make a movie in two days, you make a bad movie. That’s something that Richard Harris told me once when I directed Camelot, and I still carry that. It’s important to be realistic in your goals. When you try to do it more for the art form of filmmaking than for the interpretation of the song, you get in trouble.” This wisdom highlights the balance between artistic integrity and the commercial aspects of music video production.

Watch Cher’s “If I Could Turn Back Time” Video