Now I know the music business has turned upside down, since I just learned about an OK Go video from a science magazine. (I probably would have been on this way sooner, but I've been on vacation!) Discover Magazine's blog calls out the new video for "End Love," and despite the time-lapse wizardry, it's what happens with the goose in the third act that makes this clip compelling.

We've been talking about putting hooks in singles for years. But what's the hook in your video? OK Go have become a powerhouse when it comes to this, but they don't have to be the only game in town. You don't need a pile of money, just an idea for compelling visuals that will attract the right audience. And you don't even need to do it yourself--OK Go have famously sought assistance from friends, fans, and family members for both ideas and execution.

You may also need to feed treats to a goose.