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2. Goodbye Tomorrow - "JAY Z"
Director: Goodbye Tomorrow
As an introduction to a new group, Goodbye Tomorrow's "JAY Z" video makes a strong statement. Captioned in YouTube as "A Dissertation on the Diaspora of the Black Soul," the video is both futuristic and violent, taking the viewer on an unexpected journey that's sometimes grounded in reality and at other times grounded in fantasy.
3. A$AP Rocky - "Lord Pretty Flacko Jodye 2"
Director: Samantha Lecca
The video for "Lord Pretty Flacko Jodye 2" follows the style of many A$AP videos, showing the crew in all their stylish glory around New York. There's a fun party scene, Rocky tucks in his T-shirt, and there's flashback footage of the late A$AP Yams. Later in the video, Rocky ends up at a laundromat with a song that seems new. He teased "Lord Pretty Flacko Jodye 2" in the video for "Multiply," so it's possible this could be his next single. The end has a special tribute to A$AP Yams, R.I.P.
4. The Neighbourhood ft. YG - "Dangerous"
Directors: Matthew Baus, Daniel Iglesias JR., Alex Nazari
The Neighbourhood's #000000 & #FFFFFF mixtape had a lot of surprising guests on it, one of them being YG, who joins the band in the video for "Dangerous." It's a combination of a drive-in movie IRL (but in a movie studio) and an illustrated adventure before introducing YG in a hilarious house scene.
5. alt-J - "Pusher"
Director: Thomas Rhazi
alt-J's new video for "Pusher" plays with the composition of men in a field gathering for some sort of sermon. As night falls, his speech becomes angrier and more impassioned before he loses himself completely (and his followers).
6. Rihanna, Kanye West, & Paul McCartney - "FourFiveSeconds"
Directors: Inez & Vinoodh
It will be hard to beat a collaboration as epic as Rihanna x Kanye x Paul, and this video shows it. All of their individual energy combines for something really special. Kanye and Rihanna use their stunted movements and facial expressions to express the frustration that the song describes, and Paul backs them with his guitar. While there isn't much of a narrative or lots of production and effects, the group's all-denim looks and honest expressions tell a story on their own.
7. Sam Smith - "Lay Me Down"
Director: Ryan Hope
Sam Smith's videos always make us feel something, and "Lay Me Down" will give you chills (and perhaps make you cry, too). He stages his own marriage to a man in a church, singing to his partner that he'll take care of him among a crowd of happy, singing friends and supporters. It's a statement about marriage equality, and it's presented beautifully.
8. Jungle - "Julia"
Directors: J from Jungle and Oliver Hadlee Pearch
Jungle continues to win viewers over with their love of dance and a continuous narrative throughout all of their music videos. Main characters are introduced before adding more dancers to the mix and and reintroducing figures from their previous videos. The choreography is powerful and as passionate as ever.
9. Jessie Ware - "Champagne Kisses"
Director: Christopher Sweeney
Most of Jessie Ware's recent music videos contain small details that tell the story—ones you really need to pay attention to up-close. The video is very high-concept with art references to Marina Abramovic and the work of surrealist artists. It may have nothing do with literal "champagne kisses," but it's still delightful and triumphant in its own stunning way.
10. Florence + the Machine - "What Kind of Man"
Director: Vincent Haycock
Florence + the Machine returns from a small hiatus with "What Kind of Man" and a video that begins with a skit about whether couples who suffer together are more content together. It cuts to surreal, pained scenes that introduce the song in all its heartbreak. Florence fights off groups of men and asserts her physical strength before throwing her body in anger and experiencing a sort of baptism. It's a big return to the spotlight for her, indeed.
11. Brodinksi ft. Bloody Jay - "Us"
Director: Jérémie Rozan
Brodinski's "Us" video follows "Can't Help Myself", which was the first video we'd gotten from his forthcoming album, Brava. In true Brodinski fashion, both are masterpieces, and "Us" puts Louis himself in front of the camera on a trippy journey in Shanghai. The video's colors and characters build with excitement as the song builds, and at times, you're not sure whether the scenes are foreboding or hinting at more fun for Louis.
