The Interactive Music Video
The state of the music industry has changed dramatically over the past five years.
The digital world has paved a new road, a road that is no longer one way. With the rise of the Internet, artists have found alternative means to showcasing their works. New technologies have enabled new and exciting forms of experience.
The interactive music video first gained mass attention with Arcade Fire’s ‘beoNlineB’ project, directed by Spy’s own Vincent Morisset. In the most recent issue of Shots magazine; “Morisset can be reasonably described as the godfather of this burgeoning scene.”
Earlier this month in the Montreal Gazette, alongside Madonna and Michael Jackson, Vincent Morisset’s ‘beoNlineB‘ was noted as one of the top six milestone videos in the history of the twenty-five year-old medium.
Other innovative, web-friendly directors have also received the attention of the digital masses. Spy’s directing duo Radical Friend, hit the radar in early 2008 with their own interactive “rock-smashing” site.
Several months later Radical Friend garnered the attention of upcoming indie rock-band ‘Black Moth Super Rainbow’. Wired magazine attributed the success of the video in Radical Friends’ words: “It’s essentially the same technology used in video installations where insane programs like MAX/MSP Jitter are required. However, in these tests it was accomplished using just Flash and a webcam, so anyone with a newer Mac laptop could potentially be involved.”
Shots magazine also made mention of the young directing duo and had this to say: “The rawness of this technology means its not easy to master, but as RF says ‘It’s a living thing that’s different every time.’ You have to learn it.”
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