Smart LED Bulbs

Anyone have any good experiences/recommendations? I heard that Hue was the gold standard. I can deal with $50 a bulb ($35 on Prime Day & Black Friday) but the $25/40" of LED strip is what keeps me from going all-in on Hue. Especially when I can get a cheap 36' LED strip on Amazon for like $35. I already got some of those cheap color smart bulbs from Walmart and a LED strip for my TV. I'm loving the idea, but what I bought is limited a fuck as far as customization.