Nice article Kyle and congrats on the full time gig with Hypebot! The points you addressed are some that seem to be overlooked in today's YouTube-enabled culture. Nowadays music videos are consumed and forgotten in mere minutes, however it is those that contain great music that I actually remember. I feel that sometimes videos can take the attention away from the music - especially if the song isn't particularly strong. The above mentioned OK Go video is one example of this. I just watched the video and if you asked me what the name was or what the chorus sounded like, I would not be able to answer. Yes the video's technical manipulation of physics and everyday objects was impressive but it's the music I'm interested in.