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Something pretty exciting happens when you watch the music video for Lady Gaga's 'Telephone'. In fact, that entire sentence is so understated as to render it absolutely redundant. It's less a run-of-the-mill 'music video', and rather a 9 and a half minutes tour de force spectacular, a post-modern pastiche of what a promo clip should be. This clip is not observed; you become fully immersed in its idea of 'celebrity' - executed in such a way that its satire is anything but satirical - and the present landfill of product placement is acknowledged, trashed, spat back out, and recycled. 'Something pretty exciting happens' when you make a sandwich, doesn't it?

And that's not all. Its length hints back to a time when the release of a new video by a popstar was a big event; iconic promos such as Michael Jackson's 'Thriller', which displays artistry and ambition that is still lauded today. With our continuous crop of 'here-to...-oh-you've-already-gone' music acts, a video such as 'Telephone' stands out, with its synergy of pop artist and pop culture which can only truly occur when a thing is actually 'popular'.

Do I sound gaga? Maybe, but 'Telephone' proves that we want literal popstars, astronomically exaggerated human beings that have been shot out of the centre of the universe. I want someone wrapped in nothing but police tape whilst wearing a telephone on her head, thankyouverymuch!