Rob, I think the social conventions for taking advantage of the video channel encompass both “hot” and “cold” (in McLuhan’s sense) applications. Sometimes the video is a traditional music video in a style that’s meant to absorb your whole attention yet demand little imagination. But there are other conventions:

• a still image, like an album cover
• a static video like an LP spinning on a turntable
• a slideshow of stills
• annotation, such as lyrics or commentary

The key is that the video channel is flexible enough for a huge range of content types.