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A fanciful trip for goth-rock band Placebo, “The Never Ending Why” is an online interactive music video. Inspired by oldschool silhouette animation and puppetry, the video enables fans to battle with psychedelic fairytale monster inside a signature champagne valentine world.
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In October 2007, Arcade Fire created a website at beonlineb.com 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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One of the most involving of the latest wave of interactive videos, Sam Jones – better known as a photographer and filmmaker, who directed the Wilco documentary I Am Trying To Break Your Heart – has created a remix experience for Cold War Kids’ I’ve Seen Enough for the fans which allows them to hop from the original arrangement to acoustic, dance and reggae versions, and all combinations in-between.
Cold War Kids re-recorded all the parts separately, then the video was developed in Flash 10 at production company Tool of North America’s digital department. Dustin Callif, who heads up the division says, “It was pre-planned so that any element of each song could be mixed together. We’re streaming four videos at the same time, and they are synced together, so that you can move from one track to another in real time.”
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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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This music video was equally brought to an interactive dimension and is therefore ideally adjusted to today’s internet user’s habits. The user may explore the atmosphere of the music, discover and watch the band members rapping, upload own pictures and photos, send personalized links and even buy merchandise directly in the integrated web shop.
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