It's definitely not my thing. But if the music wasn't appealing to a lot of people, they wouldn't pay attention.True. I listened to a couple songs. Musicality is definitely not any part of the appeal of this stuff.
Also, I read the article and it mentioned two other elements of the music: storytelling and mixing in other cultures. Some of the other items are about visual appeal, certainly, but that's been an important part of music videos since before MTV was created and an important part of live performance since before any of us were born.