Emerging pop talent Andy Grammer has introduced a new music video on Vevo that lets viewers direct the action themselves.
While watching the video, viewers will get prompts asking them what they want to see next via a series of pop-up windows that allows them to direct what the next scene would be. It’s a sort of choose-your-own-adventure video. There are dozens of options that lead to hundreds of different combinations, which fans can replay to see how different choices will affect the video in different ways.
Making a cameo in the video is the Office’s Rainn Wilson (Dwight K. Schrute on the show).
The video is the result of a partnership between Grammer’s label, S-Curve Records, and Vevo, using technology from a company called Interlude. The three will keep track of the different videos created, and the most popular one will air across all Vevo platforms on Nov. 15 (Vevo.com, Vevo Mobile and all Vevo’s syndicated sites, including YouTube).
This isn’t the first implementation of this kind of music video technology, but certainly the most widespread, thanks to the inclusion of Vevo as the distribution partner. But it’s likely a good sign of things to come. When the Internet replaced TV as the place where music videos are seen, the initial result was a dumbing down of the medium. Handheld cameras and backyard settings replaced the slick, expensive productions that defined the heyday of MTV.
Now, artists are availing themselves of new interactive technologies designed to create even more sophisticated music videos that could only work on the Web.