In second place is the YMCMB crew, who decorate (or rather, crowd up) the background of 75 percent of the shots). Tied for third are Rich Homie Quan, who guests on the third verse and clowns for the camera, and Birdman, who is the CEO of set dressing.

With so few other people actually on the track, it's hard to imagine what makes it Rich Gang and not simply Young Thug's song. His star turn in the video is as captive as his distinctive voice. He's got a watchable quality and doesn't look like your average hip hop guy - his eyes are a little crazier, his accessories a little more unique - which makes him engaging even while he's going through the motions of all the usual hip hop video clich�s.

The video, directed by Be El Be, is full of scenes that go nowhere. Why are there a dozen young women all dressed in red swimsuits on what looks to be a hotel bed? It looks less like a sexual scene and more like someone didn't get clearance from the Hyatt to shoot at their pool and so improvised. Where is Young Thug going in that flashy red car? He never appears to go anywhere, simply drives to show off. Why do all of the YMCMB crew go from a private plane to a yacht? Where are we - Miami? Catalina? The Atlantic Ocean? It's hard to be impressed with the luxury when even the location is unclear.

The major visual take away is that the impact of Kanye West is real. These guys may be rapping about the terrible things they've done to live in the lap of luxury, but they're all doing it with exotic face tattoos and eccentric, loud clothes. A decade ago, it would have been sports jerseys. The storylines may not go anywhere, or even exist, but the fashion has pushed itself forward.