Yoni Bloch is an Isreali artist who has created the software ‘Interlude‘ in order to create an interactive music video where the viewer choses which direction they want the music video to go with. They are able to change the action, voice and music by clicking options they are given. Andy Grammer is an american singer who is doing very well in the US charts. His music video for his song ‘Keep Your Head Up‘ won first place for the MTV music award for ‘Most Innovative Music Video Award’.
The technology is now being used by a number of different companies such as Microsoft and Nokia. The software homepage claims:
‘The highly interactive nature of Interlude’s technology encourages a dramatic increase in user retention rates and engagement time (content being viewed an average of three times per user), as well as extraordinary online sharing numbers’.
What is more interesting is that the interactive video can be downloaded, shared and transferred (including to mobile phone’s) without the need for any other software downloads or installations. Which is not the case with most other interactive music video’s. Unfortunately the software still doesn’t appear to be available yet for public use but hopefully soon it will be released.
Here is Yoni Bloch talking about the technology:
Here is another link to the Andy Grammer video:
http://www.vevo.com/video-evolved/andy-grammer/keep-your-head-up/
I watched andy grammar’s interactive video and i found it quite distracting to the actual song. Also the choices aren’t that different from each other – red shirt or black shirt? cupcake or martini? Why not change the story completely?
Thank’s sarah, this response is really helpful to my research. I will be hosting some study groups on the pro’s and con’s of different styles of interactive music video’s and I will send you a message letting you know when this will be.