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Week 4 (30.03-12.04) - Interactive music videos

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"Illustrated song", "filmed insert", "promo clip", "song video" or "film clip"; all these refer to a well-known medium, a short film integrating a song and imagery, produced for promotional or artistic purposes, known since the 1980s as a music video.

All of us have probably seen dozens of them: animated music videos, live action filming ones, documentaries, and non-narrative abstract films. However, a lot of things have changed since the 1980s and every time you start thinking nothing can surprise you, technology and human creativity prove you wrong.


Arcade Fire is a band which created quite a few innovative, interactive videos. Neon Bible allows you to use simple point-and-click interactions. The technology may not be the newest or the most impressive one but the idea of incorporating it into a music video is worth mentioning.

Another of Arcade Fire’s videos, We Used To Wait , is far more complex; it has been turned by its director into a personalized trip into your childhood, using technology provided by Google Maps.


Yet another technique was used to create Light Light’s Kilo . The band created a site with a video and instructions for the visitors. Then they captured cursor moves, so their video is half-made by the viewers.

Chairlift's video for Met Before is a straight-up choose-your-own-adventure, where you use your keyboard's arrow keys to determine which paths the character should choose from. It’s available in plain version on YouTube; however, I think it’s much more fun to find out how many different stories you can create by choosing a different path each time.


Other techniques used in interactive music videos include  panoramic view (Red Hot Chili Peppers Look Around and Tanlines Brothers ), controlling the camera view (Ellie Goulding, Light) and capturing moves from your webcam (Arcade Fire, Sprawl II).

Despite the fact that interactive music videos can’t be uploaded to YouTube or shown on MTV in their original form, it doesn’t seem to scare the musicians and directors away from using the technology. Who knows, maybe interaction is the future of music videos?

Q: Which of the mentioned videos do you like the most? Have you seen any other examples of innovative techniques in music videos? Do you think this technology has a chance to develop or is it just a trend that will soon disappear?

Sources:
http://en.wikipedia.org/wiki/Music_video


Comments

Unknown said…
It's really hard for me to choose one favorite one because I really like that kind of stuff. I think people try to be more innovative in music videos and I find this to be a really good way to make something interesting and include the audience. I'm sure I saw many other interesting music videos but I can't think of any right now. Instead I would like to share some cool "live interactive games" (instead of interactive videos ;) ) because your article somehow made me remember those projects. They make simple everyday life actions more fun ;)

Here are stairs made into playing piano keys:
https://www.youtube.com/watch?v=SByymar3bds

They've made some other projects if someone is interested. Of course it is a commercial campaign for Volkswagen but I find it cool anyway. There are many more if you look on youtube.

A bin that makes a sound when you throw something inside:
https://www.youtube.com/watch?v=SByymar3bds

A trash can (for bottles) made into a kind of arcade machine so people would throw away more trash:
https://www.youtube.com/watch?v=zCt_MzsnIUk

A slide at a metro entrence:
https://www.youtube.com/watch?v=W4o0ZVeixYU
31 March 2015 at 11:21
Unknown said…
I like interacting. It makes me curious about the possible results. I like interaction more than disconnection. Disconnection is boring and it is always the same. Interaction is always changing and it is always different. I believe we all are developing more and more complex and interesting ways of interaction for fun and for other purposes like education, or treatment. Interaction is one of the basic, most fundamental aspects of our behavior. Interaction is communication, so everything is based on it. This is very interesting to learn and improve human communication. I like this topic and I wish to get inspired one day, to be able create an application, leveraging the way we communicate in real life.
3 April 2015 at 18:54
MartaSB said…
I really liked the pointers - playing bass was hilarious! I would love to try some other interactive music animations :D
I'm not really sure about some other innovative techniques in music videos... mostly it is about interactiveness. I believe that this mechanism can be further developed and I'm looking forward to test some of those new ideas in the future :)
4 April 2015 at 10:15
Patrycja Marciniak said…
Thank you for the links, Paulina :) I think they show how important interaction is in modern design - not only as a form of entertainment, but also an answer to ecological ol social issues.
4 April 2015 at 12:09
Patrycja Marciniak said…
I'm glad you like that topic. I also think interaction is the key to grab attention and raise curiosity. The similarity between application's interaction and human communication can be an important factor.
4 April 2015 at 12:18
Patrycja Marciniak said…
I linked all the interactive music videos I could find - however, it's not impossible that I missed some of them. :) The sad part is that they're only available as long as the website they're placed in - already one of them has been deleted.
However, I agree that it's likely that more videos like this will be created in the future. I'm definately looking forward to it :)
4 April 2015 at 12:25
Unknown said…
I think that it is an interesting way to look at music videos. The video that I like the most is “Neon Bilbe” because there are a lot of interactive thing to play with. In 2012 American group Linkin Park was the creator of a video that interacted with people photos using social media. I think this kind of technology is really rare and some kind of oddity. I don’t think that will be really popular.
4 April 2015 at 21:07
Unknown said…
I am quite sceptical about it, how does interaction make me more engaged in the music itself? I didn't feel like it has made me more listening, I was more focused on what I should do or what I can do on the screen than to enrich my music experience. In general I am not a big fan of music videos. I think that they don't convey any message and they don't add anything interesting to the music.

But there is one Band, whose music videos I love – maybe you have heard about OK GO? The idea is always absolutely crazy! And it's so gripping that you sit in front of your computer/rv an keep watching stuff and listen to music, because you got so damn into it :D
Example nr 1 – treadmills dance, my beloved one :D That is one from their first videos
https://www.youtube.com/watch?v=dTAAsCNK7RA

Example 2 - suuuper gripping :D
https://www.youtube.com/watch?v=qybUFnY7Y8w

All of their videos are that crazy and really engaging in my opinion :D I know that they are not "interactive", but I feel like I am interacting so much more with the music while watching it than when I was watching previous ones. How about you?
5 April 2015 at 15:57
Anonymous said…
Q: Which of the mentioned videos do you like the most? Have you seen any other examples of innovative techniques in music videos? Do you think this technology has a chance to develop or is it just a trend that will soon disappear?

I don't like any of those, I like classic music videos.
5 April 2015 at 18:18
Unknown said…
I don't usually watch music videos, I'm rather focused on the music itself. However some artists try to put an additional message in their clips, which can't be shown in their music. I've got a lot of respect when it comes about that meaningful videos but let's be honest - that's really tiny part of the whole videos' industry. Most of the music videos consist of the same patterns - sex and parties. I don't really know much about music clips as I've already said, I'm not really watching them.
5 April 2015 at 19:12
Unknown said…
Yeah I totally agree.. Which meaningful video can you recommend? Lastly I have seen rudimental video that belongs to this group, have you seen it?

https://www.youtube.com/watch?v=M97vR2V4vTs

I really like it :)
5 April 2015 at 19:15
Marcin Lyzwa said…
At the beginning of your article I was quite sceptical, because I was afraid what I am going to see, hear and take part in, but after Kilo with pointers my fears disappeared. I see one minus of interactive music videos,
I was mor focused on interaction than music, but even so, it is an interesting approach to video. After all, I still prefer the traditional music videos.
5 April 2015 at 20:23
Marcin Lyzwa said…
Those videos reminds me my childhood and first MTV (with music yet), have you seen this video https://www.youtube.com/watch?v=EU1CDSP7FRk or even more, have you tried to dance with them ?
5 April 2015 at 20:26
Robert Bartoszewski-Kujawa said…
Everything nowadays in entertainment industry seems to become more and more interactive. I think that's the future, it's much more engaging.
5 April 2015 at 21:33
Unknown said…
I like Light Light’s kilo the most. Concept of mapping multiple cursors in single image is really clever.

I haven’t seen any other innovative techniques in music video but I’m sure I will look for more of them.

I don’t think it is going to disappear. There are bunch of people who are creative and I’m sure that they will produce another catchy clips.
5 April 2015 at 22:42
Unknown said…
I'm not interested in interactive music videos, I don't watch even normal video clips. I prefer music without any visual content. In my opinion it detracts user from focusing on music.
5 April 2015 at 22:43
Patrycja Marciniak said…
Every man to his taste :)
8 April 2015 at 00:03
Patrycja Marciniak said…
There's no accounting for taste :) I don't watch videos often, but the interesting ones make me remember the song better.
8 April 2015 at 00:05
Patrycja Marciniak said…
For me, those videos have an important advertising role. I wouldn't listen to the songs I posted if they didn't have interactive videos. Even if I would have heard a song like that on the radio, it wouldn't stay in my mind for a long time. But after I saw the videos, the songs got stuck in my head. I even sent them to my friends to try them out. And that's the point, I guess :)
8 April 2015 at 00:08
Patrycja Marciniak said…
I think that "sex and parties" pattern isn't quite common once you go out of the mainstream. If you watch MTV or Viva - yes, you may get that impression, but if you watch some less-comercialised bands' videos, they lack the elements you mentioned.

I would even say some of the interactive videos I posted, like Met Before, give an additional message.
8 April 2015 at 00:14
Patrycja Marciniak said…
To each his own, I suppose :) Nevertheless, I'm glad your fears didn't turn out true.

I guess videos in general distract people from the music a bit, but they have a great advertising and attention-catching potential.
8 April 2015 at 00:17
Patrycja Marciniak said…
Maybe you are right - I can think of some disadventages of this medium. However, the only way to find out is wait and see! :)
8 April 2015 at 00:19
Patrycja Marciniak said…
I can also see that trend in enterntainment industry. We'll see if videos like this gain more popularity. I'm definately looking forward to this - watching / interacting with them is sure fun :)
8 April 2015 at 00:21
Patrycja Marciniak said…
I'm glad you liked it! My favourite is probably Chairlift's "Met Before".

I hope more videos like this will show up in future :)
8 April 2015 at 00:23
Unknown said…
Maybe it will change someday but I don't think it will be soon.
11 April 2015 at 11:56
rf. said…
I really liked all the interactive videos. Honestly, I don't think they're a trend. Rather an uncommon way of advertising. Most of the music is listened for the music itself, not the video. Usually you also get the video while listening on the TV or in some restaurants. Some diversity like 24h Happy by Pharrell or the interactive ones you mentioned help us remember the song, therefore there isn't many of 'em. Maybe mobile devices will help the industry by introducing something brand new and interactive? :)
11 April 2015 at 20:59
Magdalena Gawęcka said…
Once my friend played "Heavy rain" which came first to my mind after reading this article. This was my first association to interactive movies. Actually it was really well-made, the graphics of that game was good, however, interaction of characters seemed a little bit artificial from time to time. I liked the whole idea and I can't wait to see further versions of such a game!
11 April 2015 at 21:50
Unknown said…
I love this game !! It is awesome and I enojoy playing that game so much !!! I should try the game called "Beyond: Two Souls". This game was made by the same studio and it is just a little similar to "Heavy rain"
11 April 2015 at 23:58
Patrycja Marciniak said…
You're right - mobile devices already made a change in usage of interactive apps, perhaps they will help to develop new forms of music videos as well :)
12 April 2015 at 00:19
Patrycja Marciniak said…
I must say I've never played Heavy Rain, but I quite like the aesthetics, so I may try it someday :) It reminds me of the projects SNM students are supposed to do during Encore classes :)
12 April 2015 at 00:33
Unknown said…
The most I like from mentioned videos are Look Around and Lights, but I think that my choice is based on music, not at all - on video. I have not ever seen other examples of innovatiove techniques in music videos, for me it is new curiosity. I don't attach importance to music clips, therefore for me it's only "nice to watch" bonus. I think that this technology has chance to develop, but not for long distance, because it something like all gadgets - nice to have (here: to see, watch), but not useful.
12 April 2015 at 10:35
Patrycja Marciniak said…
The question is, are 'normal' music videos 'useful'? The aim of the music video is to attract potential viewers. I don't think usefullness is relevant when talking about that topic. :)
12 April 2015 at 12:21
Unknown said…
The visual concept isn't that much important for me, I'd rather listen than watch. Music is an important part of my life as I listen to it everytime I've got an opportunity to: on my way to work, in car, while I'm learning/cooking etc. That's the greatest reason why I don't watch video clips at all - listening to music is only an accompaniment to the other activity, not a main one itself.
12 April 2015 at 13:48
Patrycja Marciniak said…
I can understand that point of view, every man to his taste :)
12 April 2015 at 14:40
Kamil Fijałkowski said…
I’ve never heard about interactive videos. It looks very interesting. I don’t think that is the future of making videos, it’s more a curiosity, some type of art. For me the best it’s Light Light’s by Kilo, where video was made in half by viewers.
12 April 2015 at 18:22
Kamil Fijałkowski said…
I’ve never heard about interactive videos. It looks very interesting. I don’t think that is the future of making videos, it’s more a curiosity, some type of art. For me the best it’s Light Light’s by Kilo, where video was made in half by viewers.
12 April 2015 at 18:22
Julia Osiak said…
Oh I think that this is by far the most interesting article this week. I heard about interactive videos before and I just remembered seeing Kilo some time ago. From the videos that you mentioned I liked 'The Wilderness Downtown' the most. It has a form that I haven't met with before. It' s a shame though that all of the places that I tried to type in when customizing the movie had not enough material on Google Maps for the full effect. I hope that there will be more videos like that. It's a fun way to experience the music and to understand better what artists want to say through it.
12 April 2015 at 19:12
Mateusz Frycie said…
This comment has been removed by the author.
12 April 2015 at 19:38
Mateusz Frycie said…
I've heard about interactive videos and music but never had to much to do with it. Sometimes I just think I'm too oldschool for stuff like that. Don't get me wrong - I like this type of things but when we're talking about music I just doesn't combine for me.
12 April 2015 at 19:39
Cezary Góralski said…
I think that probably the best one of presented here interactive music videos is Ellie Goulding, Light, it has most interesting design and in my opinion it was really nice idea to create that kind of interactive animation. From presented music videos I also like neon bible it is really nice. I think that that kind of interactive videos have really big potential in comparison to traditional music videos, because in that kind of videos any listener can feel more and gain a lot of nice experience. In my opinion probably in future this type of creating videos will became more popular.
12 April 2015 at 19:47
Unknown said…
To bo honest, ive never heard about "interactive music videos" and it was great to be able to find it out :) From presented forms most interesting i found is "We Used To Wait" by Arcade Fire. But will it be more popular in a future? I dont think so, mainly because while im listening music all i want is to listen to music - not to watch some photos, videos etc. And i think there is more people that think the same
12 April 2015 at 20:21
Patrycja Marciniak said…
I'm glad you liked it :) I can think of some drawbacks of interactive videos, so you may be right - however, the only way to find out is to wait and see :)
12 April 2015 at 21:14
Anonymous said…
This comment has been removed by the author.
12 April 2015 at 21:16
Patrycja Marciniak said…
Looking at the comments, you're not the only one thinking that way - lot of people don't seem to mind music videos at all. Every man to his taste, I guess :)
12 April 2015 at 21:16
Anonymous said…
I changed my mind, . I was far away from the city and hadn't good enough internet connection to check all the videos you have posted. The neon bible is kind of fun as a interactive video. I am still quite sceptic about it at this moment, but when it evolves, and it will, videos like this may become astonishing.
12 April 2015 at 21:18
Patrycja Marciniak said…
I agree with you and I hope we're not wrong - interactive videos are really nice from the watcher's point of view and I can't wait to watch / play more of them.
12 April 2015 at 21:18
Patrycja Marciniak said…
Thank you, I'm glad you liked it! I also think that 'The Wilderness Downtown' uses the most interesting technology, even though it's not perfect. I agree with you and hope more of videos like this will come up in the future!
12 April 2015 at 21:21
Patrycja Marciniak said…
I can see that opinions on this subject vary in the comments; however, only the time can show who's right! :)
12 April 2015 at 21:23
Unknown said…
Haha Marcin indeed! I remember seeing threadmills dance first time on MTV :D And according to your video - of course I know it :D But never have tried dancing with them haha :D

Patrycja, so it worked for you, cool :D And I agree, it helps them go viral :D
12 April 2015 at 21:48
Unknown said…
These videos are awesome! Arcade Fire makes good work - my favorite one is Neon Bible, because of nice idea and minimalistic entourage. I would like to see more interactive videoclips in the future. Interaction of music, image and technology gives great effects :)
12 April 2015 at 22:35
Patrycja Marciniak said…
I'm glad you like it! I would also like to see more of them in the future :)
12 April 2015 at 23:08
Patrycja Marciniak said…
I'm glad you revisited those videos, then :) We'll see - maybe in the future someone will come up with an interactive video that will change your mind even more :)
12 April 2015 at 23:10
Unknown said…
The idea is very interesting, I liked We Used To Wait especially music :) but every work is awesome. I've wathced some of similar videos before but I don't remember the names of them, it is a typical problem for me :\
I've seen also interective games very similar to this music videos, but unfortunately I also cannot remember theirs names.
12 April 2015 at 23:53
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