This.
During COADF era, her videos were weaker and even bad. Druing HC era, she even said that music videos aren't important anymore and then Gaga came. In the 2010s, Madonna cared about videos again, although nothing continued the brilliance and artistry of American Life and Hollywood videos. After those videos, her videos were just good or bad. They simply didn't have the same power like her old ones. And she keeps focusing too much on tour videos, which were great most of time.
I agree that she could have slayed more with her music around 2009 and 2010. HC could have had more hit songs. In 2010s, she did some very catchy singles that should have been hits, but it is a generational thing. No matter how good song is, people won't pay attention to it if the artist is older. There are always exceptions. On the other hand, Madonna didn't even try to promote some stuff (MDNA singles).
The age thing has definitely become a problem. Not for public, but for her. She keeps whining about it. Besides age (midlife crisis or whatever), I think other stuff impacted her artistry too. I think her private life impacted HC quality and she let the producers to take the control. She even let Warner to decide the genre of HC. In 2009 she just wanted to get over with Warner and that non-eventful Celebration thing.
I totally agree about BIM. It was desperate and pointless. Public only payed attention to it, because of all those cameos and many celebs didn't even appear on the actual set. It was sad and basic. Below Madonna level. It was supposed to be some anti-ageism thing. Was that all she got? She used to be so great at talking about different serious themes in her music and videos. Now she fights ageism through basic videos where she dances with younger people and act like a spoiled 16 year old.
Wasn't she brilliant while making a dance song and video (Music) in 2000, when she was 42? How about doing the same at the age of 47 (Hung Up)? She didn't bitch about ageism then.
Now it seems she is ready to dumb down her work, so she could show she is still fun or whatever. She keeps talking about art, but then she makes basic songs and videos that could have been done by other entertainers.
Instagram makes her messy too. She used to be this cool woman who does what she wants. Before someone replies and say she still does what she wants, let me explain. She used to go in another direction. When hip hop and bubblegum pop was a thing, Madonna was all about electronica and electropop. She was different and that's why she stood out. Her videos (DTM, WIFLFAG, DAD, AL) were a true piece of art and there was that attitude that didn't exist in videos of other pop stars. For example, some Britney's video was just entertaining, while Madonna's video was more than that.
Now, she does messy stuff and calls it ironic. Ironic or not, it sucks. And she is too much into this basic pop culture. Now she hangs with Miley, Taylor, Migos... In 1989, she wouldn't even sat next to Martika. Now, she is like some kind of grandma, who has a nice word for all her grandchildren (young basic artists).
She wants to support them. Ok. But why does support the most basic artists, while ignoring more creative and original artists who need support? What about Shura, Florence, Lana, St. Vincent, Gotye, Neon Indian...? She keeps reaching only super popular entertainers from Billboard top 40.
In the 90s and the early 2000s, Madonna was into Bjork, Massive Attack, underground scene, local producers. Her music was great and proved she got taste. After that, Madonna started to worship pop culture, which become so boring and stupid, and her music reflected that. I am not saying everything she did lately sucks, but it is there.
It is normal to get tired and don't do all things she used to do. However, she is still an artist. If she still wants to create art, then she shouldn't do whatever just for the sake of it. If she isn't into new music, she shouldn't make it often or at all. If she feels creative and passionate, then she should go to studio. Going to studio just to have fun and make something fun is a bad sign.
Kate Bush is old like Madonna and that woman keeps delivering great works and she doesn't even re-invent herself like Madonna, yet she always has new ideas and approaches.
And finally, isn't it ageist to assume that Madonna is old, hence creatively tired? Madonna has nothing to prove, but shouldn't she fight ageism while keep showing how great and creative she can be?
P.S. I don't mind if Madonna earns money through gyms and MDNA Skin, but she focuses too much on it and pretends like it is harder to make MDNA Skin thing than an album. The cream is made by other people, while she is in the ad. That's it. Yet, Madonna calls it a part of her "art". And she keeps talking about art and artistic freedom, but when it comes to making music, she tends to deliver things that are hardly artistic and too safe.