Music videos are not what they used to be. Interactive music videos draw the user into the experience, allowing him or her to set their mark on it, and share it with friends afterwards.
In the OK Go video All is not lost (you need a Google Chrome Browser to make it work), you can type a message before the video starts, and see it displayed in the video by human formations of the band. Nifty.
It´s not the first time the band goes experimental. Previously, the band partnered up with Samsung to shoot their toast animation video Last Leaf. Warning! Contains gluten.
Arcade Fire is another band who have thrown themselves on the interactive vid trend.
Cold War Kids´ I´ve Seen Enough
Andy Grammer´s Keep Your Head Up lets you choose scenarios
Sour Mirror uses your information from Facebook and Google and incorporates it into the video.
Bjørk is taking it even further, crossing the line between art and music with her own app, Biophilia
It´s also worth to take a look at the Bullseye app by Polyphonic Spree.
Robyn has been good at pushing the borders with her music expression.
In Don’t Fucking Tell Me What To Do the users can hash tag #killing_me on Twitter or Facebook, and tell the world their headaches through the video.
Robyn‘s video for We Dance To The Beat is an interactive beat machine. Here she quite brilliantly uses the medium to serve the song title, lyrics and subject matter and gets you to create a visual and audio stream based on your interpretation of the jam.
Now you can even go shopping in the music video. Devo´s interactive video, What We Do, features links allowing users to buy apparel featured in the video. The user also has the ability to control where the camera lands. Try the interactive version here.
Many interactive music videos go viral and spread through the web rapidly, probing to be a good marketing tool.