To be honest it's not the creativity in the music video that's in decline. It's the creativity in the music itself. Rihanna's video "Where Have You Been?" was pretty creative and unique. I honestly loved it and it matched the rhythm and the pacing of the song and kept things interesting, so there's nothing lacking with the choreo or the artistic direction. But if you don't have any songs that tell of great love (Remember the Time) or have revolutionary impact (U2- Bloody Sunday) or just a generally great story (Paradise- Coldplay) then you don't really have that much to go from in the ways of a music video. Great music is out there but not tapped for promotion or heavily financed by record labels or even appreciated by the populous at this point. There are many factors to blame for the decline of good music, but as far as I'm concerned music video artistic potential and creativity will always be around.