So the blockbuster music video is not dead, thanks to One Direction.
The six minute-long video for the UK boyband's latest single, humbly titled Best Song Ever, has the best video ever - really, it broke the record for most views in 24 hours on music and entertainment platform Vevo, attracting 12.3 million views in a day after its release last Monday.
This probably had something to do with the fact that the quintet turned to a tried-and-tested favourite: Play dress-up (and drag) and the fans will go nuts.
The set-up? The biggest band in the world meet top Hollywood executives (Niall Horan and Louis Tomlinson in suits, beards and bald caps) to discuss their next music video, only to be offered the cheesiest boyband cliches.
At different points, the other members appear as characters designed for a quick laugh, but the most talked-about transformation has been that of Zayn Malik into a sexy secretary, complete with chest prosthetic.
Director Ben Winston told MTV: "I just thought I wanted people to be surprised by this video and all elements of it, from the dancing to them playing opposite themselves ... Zayn being the sexy assistant would be the thing that people would be the most amazed by."
Yes, the boys dance too. It's not pretty.
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