This week, FKA twigs released one of the best music videos of 2014. No, it's not the long awaited video for album cut 'Pendulum'. In fact the reality is, it's not a music video at all. It is, in fact a commercial for Glass - Google's flagship piece of wearable tech looking to break new ground having made something of a soft launch earlier in the year. It's come a long way from its earlier concept - originally laughed at and revered by competitors and some sections of the general public who believed it would never become a reality, it now looks and feels like a product that you could actually see in your collection and on the faces of the world. It's even on sale via Net-A-Porter!

In the just over two minute clip, Tahliah is seen entering a white room and walking up to a wall of mirrors. She puts on Glass and makes her way through the various menus before carefully selecting 'Video Girl'; a track from her critically acclaimed debut album LP1. As a classically trained and former backing dancer, she gives a brief master class and insight into the world of ballroom voguing. Shortly after, she's joined by the first of a host of FKA twigs doppelgangers, showcasing various dancing styles such as krumping (something Twigs herself is very fond of and attempts to push in her own time) gymnastics and a variation of krumping called 'dominant krumping'. Throughout each dance, she makes use of Glass' various features including photography, search, YouTube and music playback. It's basically a two minute commercial for a new gadget but the best kind of commercial you could ever watch and having tried Glass myself, I can say with full confidence that the video only shows a very brief overview on what Glass can really do.

See Also: Is this the album of the year?

Almost instantly, Barnett was criticised by a number of publications and fans on Twitter for "selling out" for essentially using her craft and talent to sell a product for a major corporation. But what makes her so different from any other musician? Why has she been singled out? Let's be honest for a minute: whether an indie artist or signed to the biggest record label in the world, music simply doesn't make money like it used to and quite frankly one would imagine that Barnett isn't in the music game for money. The lack of (or less thereof, if that even makes sense) money in music means those in the business have to be smarter about how they spend their money as well as how they make them.

Brand partnerships have become as synonymous with the music industry; you can't watch a music video without seeing some Beats by Dre headphones or a Beats Pill. Switch to another video and you might just catch someone pulling their Sony Xperia phone out of a jug of water or girl bands selling... package holidays. Some even do it for a laugh! Whatever the case, both parties have something to gain from said partnership. At the extreme end of the spectrum, there's Lady Gaga (who else), who dedicated her entire nine minute video for 'Telephone' (feat. Beyonce) to various paid and unpaid product placements. At the time, Gaga said it was intentional, overloading the viewer with all these different brand and products while her manager at the time, the legendary Troy Carter was quick to acknowledge that this was the way the industry was moving. "If Michael Jackson was making 'Thriller,' he would do this too. These million-dollar music videos have to have partners to be produced." Questionable but a fair point nonetheless.

See Also: FKA Twigs is pretty great when it comes to music videos.

In FKA twigs' case, I strongly believe she should only be applauded for her efforts. For her, this is a partnership that makes sense. Music and technology coming together in fresh and futuristic ways is something that should be encouraged, and in this case it's more of an art piece than a commercial attempting to sell useless tat. From the outside looking in, this looks like something that has been created on her terms rather than Google's. The video was directed by, and stars Barnett, plus a number of handpicked dancers. It features elements that are synonymous with her artistry combined with a relatively understated piece of technology. At least she's not wearing one of the now Facebook-owned and slightly less understated (and somewhat more concerning) Oculus Rift VR headsets or a Nintendo Virtual Boy that famously gave users migraines. It hasn't in any way compromised her musical output (she's currently in the middle of a European tour and will head to the US next month), so where's the beef? If selling out means pushing boundaries and potentially opening new technologies to those who might not have heard of it otherwise, then shouldn't we all be sell outs?

I should probably also point out the fact that Glass currently costs £1000/$1000 and is very much still a specialist product. It's not for everybody, so relax and enjoy.