I love music videos.
I think it's a great way to incorporate the latest visual effects that you picked up and work it in with the 3:14 mins with the artist and make an interesting video that represents the meaning of the song or the interpretation that the singer wants.
Some work off well, some just look like they are trying to hard.
But at least they tried.
Now we know what works or in their case, what doesn't work.

Here's a video that has typography element in it:



Here's one that has an interesting concept but uhm, looks a little too fake?

I like that they tried to do it more cinematically though..
Most R&B songs just put in busty women walking or dancing around and call it a day.