Aesthetics Wiki

2K7, also known as the Dark and Digital Era, is a music video aesthetic that was popular from 2006 to 2008. This futuristic video style bridged the gap between the McBling and Electropop 08 eras. This look was widespread in music videos, television shows, and films. Dark clothes and chilly blue colors are common features of this aesthetic. Producer Timbaland is often associated with this era. The term was coined by designer Steves Peeps in 2022.


The first traces of 2K7 appeared in late 2006, when Timbaland's darker music videos began playing on MTV, as well as gloomy/futuristic advertising campaigns from Sony's PlayStation 3 system. Hermès' 2007 Fall collection sparked the trend for a darker color palette as well. The demise of 2K7 began around late 2008, as the general public preferred more optimistic styles such as Electropop 08.


Popular visual cues of the era include:

  • Dark clothing
  • Cold blue tints
  • Late McBling fashion
  • Frutiger Aero technology
  • Alleyways
  • Night vision
  • Rain
  • Grayscale colors


  • Kanye West
  • Timbaland
  • Danja
  • Justin Timberlake
  • Nelly Furtado
  • Nicole Scherzinger
  • Keri Hilson
  • Evanescence
  • One Republic
  • Rihanna
  • Britney Spears
  • Fort Minor
  • Vita

TV Shows[]

  • The Bedford Diaries (The WB)
  • Gossip Girl (Season 1) (The CW)


  • Spider-Man 3 (Columbia Pictures)