What constitutes "success" for a particular media text in music videos?

The music video Thriller, Michael Jackson, is successful due to the intriguing exposition at the beginning, thereby drawing the audience in and making them more attached to the characters. It is an original concept, that comes as an unexpected twist. The plot complements the music as when the suspense is at it's highest the chorus begins, and the dance of which has become iconic. So, in order to be successful, the video had to be interesting, original, and the narrative had to suit the song.