Google released a new Chrome Experiment in partnership with the band Arcade Fire titled “The Wilderness Downtown” which acted as both an interactive music video for the band and a chance to demonstrate the emerging power of the HTML5 programming technology. By drawing on data from Google Maps and Google Streetview, The Wilderness Downtown integrated visuals of the viewer’s childhood home into the narrative, creating a unique, emotional experience. Spread across multiple browser windows that opened and closed as the experienced progressed, The Wilderness Downtown redrew our understanding of how the web (and the music video) can makes us feel.


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In October 2007, Arcade Fire created a website at with the date October 6 displayed on it. After speculation over what the website was about, including rumors of new material or a live streaming of a concert, it was eventually revealed to be a video for “Neon Bible”, featuring Win Butler’s face and hands, which the viewer can interact with during the song. “Neon Bible” was the first song on the album to have a music video.


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In the most cryptic of all the Arcade Fire video’s out there, the new interactive video for Neon Bible opening track “Black Mirror” tops. Filmed mostly with green screens by the band’s usual art director Tracy Maurice, the video allows fans to toggle audio, including Win Butler’s voice and other background orchestrations via six keys at the bottom of the screen.


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