Universal Music U.K. has linked up with coull.tv, a media-technology company, to release an interactive, social networking video promoting the debut single by Canadian pop duo RyanDan.
RyanDan comprises identical twins Ryan and Dan Kowarsky. Their single "Like The Sun" was released in the United Kingdom on Sept. 17, followed by the debut album "RyanDan" set for Sept. 24.
Coull.tv's technology enables fans to click on objects featured in the music video to share and exchange comments with other fans.
Additionally, fans can click on links embedded within the video player to purchase individual tracks and the album in the download format from iTunes Music Store, for example. Users can grab a copy of the video to upload on to their personal pages on social networking sites.
The video is currently hosted on Universal Music's own Web site, the act's Ryandan.com site, coull.tv, plus social networking services Bebo and MySpace.
"Suddenly the music video becomes a forum for like-minded fans to chat and discuss specific moments during play or topics of interest concerning the music artist," said Irfon Watkins, Coull's CEO, in a statement.