It is all about lighting. Drake, Rihanna and Justin Timberlake also know it.
And Jon Chu also know this very well, because he created game of light and dark at the end of Step Up 2. Final dance is really brilliant. Rain is falling on the dancers and lights from cars are shining through dark night. All crew is running up after sunset and dancer (Briana Evigan) is all wet.
Justin Timberlake is doing well in his music clip My Love. But I am more valuating unique light scene created by Paul Hunter than Justin's dance. Contrast between white background and black silhouettes is same attractive as brilliant cut. Next music video Jennifer Lopez - Papi by same director is realy funny.
It could be next average music video, where well dressed guy Aubrey Drake Graham is dancing with well dressed girl Robyn Rihanna Fenty. But in this case happens something different. Drake had decided to make the best video he ever made, because he never did good one. With help by director Yoann Lemoine, he moved his new music clip Take Care by unlimited visual creativity. Changes of light are so fabulous, I watched this stuff a few times again and again. Background, changing from black to white, is creating surreal feeling. Cut mixed with animals or brown coloring is excellent. Video has 8 millions views after a few weeks. Woodkid - Iron or Lana Del Rey - Blue Jeans are another interesting clips directed by Yoann Lemoine.
I hope, than nobody now will say "it is not about lighting" :). Rockstar singer in luxury car, with hot chick, without good light is same as other average videos. It is same with photographers who take care about model's underwear instead of right light. It is difficult craft, but know it well is important.