I've never heard of 'lyric videos' before, but this Loudwire article uses the term to denote the curious vid for JA's latest.
|Tracking over an underground map from The Warriors|
Perhaps an influence here from The Warriors, Walter Hill's 1979 cult classic which has also become a hit PlayStation game [trailer; opening sequence - go to 4:10 in to see map tracking]?
Here's the JA vid:
The canny commercialism doesn't end there; the viral release of the vid is accompanied by a competition to win a guitar signed by all 4 band members.