There has been an emerging trend where music labels put out a “lyric” video for singles of songs. It allows them to post them to youtube quickly, expose the song out to the masses and they don’t have to spend much money to do it. Meanwhile it buys them time to film a proper video.
Katy Perry’s team decided a simple lyric video wasn’t enough so they injected the Facebook Timeline for Katy over the last few years to tell the story of her album with it ending at the top of the timeline. Pretty cool.