Happened to be watching the Box the other day and saw this video.
And what it made me think was that music videos have entered this new phase where they're no longer trying to ring the cherries of the lowest common denominator. They're actually starting to look more and more like serious, ironic, or genuinely beautiful art. And this has happened very quickly indeed, compare and contrast this Hype Williams 1999 classic:
The message of the Big Pimpin' video is roughly, 'we're so rich we've got a huge white boat and crates of Dom Peringnon and whole squadrons of women who don't find being sprayed with champagne demeaning, in fact they rather like it actually.' The message of the Kayne West videos is, approximately, 'I'm so rich I can pay real artists to make my videos'.
This is what brands are doing when they employ skilled advertisers - the whole selling shit schtick is just a ruse to justify it to the accounts department. Really it's the geeks getting to tell the art kids what to do.
But then the hugely rich have traditionally been prepared to pay for art, designed for the masses, as a demonstration of their power. Because talent the one thing they can't buy and it makes them furious. Like the Medicis all over again.
Which is not to take anything away from Kayne, if he's reading this, which I'm sure he is.