There are screenshots/links below to several egs of interactive vids: QoTSA, Death Grips, Bob Dylan etcWriting in The Guardian's Music Blog, Harriet Gibsone reports on a new phenomenon, one which takes the postmodern/web 2.0 notion I often raise, the blurring (at least) of the producer/audience divide, on to a new level:
His video for Subterranean Homesick Blues may have unwittingly pre-empted the lyric video by 50 years, but Bob Dylan's telly-hopping interactive video looks like it could be another first of a kind.Here's a screenshot from the Dylan site, where I've 'switched channels' to a shopping channel:
With Like a Rolling Stone as its soundbed, the player allows its audience to flick through a range of fake television channels, each of which features different characters lip-synching the words to the 1965 classic. "I'm using the medium of television to look back right at us," director Vania Heymann told Mashable.
While Dylan's new video feels like an inventive way to breathe new life into an old tune, other artists are using the format to make a quick online buzz: in the past week alone we've seen interactive videos from Queens of the Stone Age, who are at the end of their album campaign, and Bombay Bicycle Club, who happen to be at the very start.
Its a really innovative way of marketing back catalogue, utilising both original footage/video from the original release date and new footage which will markedly increase the prospects of attracting the attention of a new, younger audience/market.
|Innovative but ultimately (like the track) a bit dull?|
While the Dylan example is reminiscent of some of the highly postmodern videos by Spike Jonze, or Michel Gondry, the Queens of the Stone Age effort is more like a point and click adventure game. There seems to be a tie-in with Google: at the load page you're advised to upgrade to a better browser, ie Chrome. In my non-Chrome browsing experience ... it was slow to respond and frustrating. Click on a record icon and you're taken out, to their iTunes listing. Innovative, yes, but basically rather tedious.
The Tanlines' interactive page for their track Not the Same took several minutes to fully load; it used Photoshop-style menus to allow live editing, including a layers palette where you could alter the greenscreened backdrop. You could also select and drag the different band members around the frame, as I did in the example below.
|the Tanlines' site enabled you to change backgrounds and drag band members around the frame|
|The character switching is fairly quick|
|Additional characters are offered as incentive to download a track.|
Sadly, this last example is more likely to set the template for most other 'interactive' vids - Iggy Azelea, FKi and Diplo's vid for I Think She Ready enables you to click on the S's that appear and be taken to a retailer of that item of clothing. Direct advertising/product placement is likely to feature more and more (as it does now on so many artist/celeb Twitter feeds, where they tell us they've just eaten a certain choc bar and suchlike).