If you’re a band and feel the need to make a music video, then you should adhere to the only rule that matters in this post-music video world we live in — don’t waste our time. That’s it. Well, that, and it would be preferable if the video(s) were released around the same time as the album. Give us a reason to want to watch your video.
In the case of The New Pornographers, they can be forgiven for releasing a music video nearly a year after the release of their album Together, because the band rounded up a bevvy of funny people to shoot a mock biopic, that may or may not have some tie in to Expectant Dads (kidding, obvs).
So kudos to Carl Newman and Co. for giving us a music video that’s worth our four minutes.