As someone who has marketed music, shot music videos, directed music videos, cut music videos together from stock footage: you don’t need auteurs.

You did back when MTV made songs big.

No one actually pays attention to the details of music videos any more. It’s visual chewing gum at best. The reality is that now, if you have something half decent, nice colours, nice lighting and a wee bit of a story, no one is going to care.

The only other route is a huge budget spectacular - but you only get the huge budgets if you label lends you the money to make a huge budget video because they think it will increase the amount of money they make - while extending the amount of time it takes you to recoup.

Ultimately, now, it is just another social media asset, so promo videos are built with that in mind.

None of these would cut it.