Update (at 4:30 p.m., Sept. 9): Arcade Fire just hopped on Twitter and released a second, more conventional (but still very so so creative) video not at all related to the one that dropped two hours ago. It actually features the band, when they're not wearing huge masks and such.
Watch Reflektor http://t.co/ZVKu2m2DHn
— Arcade Fire (@arcadefire) September 9, 2013
Arcade Fire’s new video for "Reflektor," the first single from their forthcoming album of the same name, is a doozy. But after jumping through a few hoops to get to it, it’s worth the trouble.
Debuted today (Sept. 9), the interactive clip for the title track requires that your viewing device have a Google Chrome browser when arriving at justareflektor.com.
Don’t have it? Download it. Then you’ll be instructed to visit a sister site on the smartphone you own to enter a special code that syncs the two cameras. Got it? Good.
Now, the fun begins! The “Reflektor “ video was written, directed, and produced by Vincent Morisset and filmed in Haiti. It follows lead Axelle "Ebony" Munezero, who as Fire’s explanatory page says, “travels between her world and our own.” What makes it the video way cool is that your phone functions a flashlight and puppet strings of sorts.
At the top of the clip, users can point their phones center screen to shine light on Ebony’s face. Later they can yank geometric shapes from her as she both dances and fights off onlookers. There’s even a point where your own face is reflected in a mirror in the video. Clearly, plenty of effort went into this video.
But here’s the funny thing about releasing a video this immersive without your audience already being familiar with the song: the music gets lost in the visual madness. That said, “Reflektor” as a song is well worth a solo listen. No official word has been released as to whether or not this is one of the tracks LCD Soundsystem’s James Murphy helped produce. It certainly has that bounce to it, along with the funk Fire’s known to infuse their material with.
Watch a trailer for the clip below:
What do you think of Arcade Fire’s newbie? Plan on going through with the process to watch the vid? Looking forward to the “Reflektor” album? Let us know in the comments below.