PSY

SPIN launched in the peak MTV era, when an innovative — or even just salacious — music video could make or break an artist. Thirty five years later, YouTube is an obligatory part of any promotional push, but no one’s counting on a mind-blowing clip to sell a record. (The views do often matter — just not always the creativity.) A sizable chunk of the best videos came out during the ‘90s alternative bloom, when directors like Spike Jonze, Michel Gondry and Hype Williams experimented with the style and substance of this malleable medium. But the format hasn’t died with MTV: artists like Childish Gambino, Kendrick Lamar and Miley Cyrus all made this list for a reason — and it wasn’t to meet a decade quota. Here are the top 35 from the last 35. Ready or not, here we go again. – Ryan Reed 3...