Content Is Advertising: Making Music Videos More Appealing And Interactive
from the choose-your-own-music-video dept
The latest example we've seen is from singer Andy Grammer, who has just put out this "interactive" music video, which is basically a "choose your own adventure" version of a music video. As the music plays, you're given various choices as to what happens next, and the whole thing is incredibly seamless (though, warning: it takes freaking forever to load before you can start):
One of the complaints that some people make when we talk about the importance of connecting and interacting with fans is they think that all we're talking about is that musicians should hang out on Twitter all day. But nothing is further from the truth. For some musicians Twitter might be the best way to connect. For other musicians, putting together cool videos like this can help them connect. The point is to experiment and to figure out what works, rather than just doing the same old thing and expecting everyone to rush to you.
Separately, it's worth noting that the video itself was sponsored by Old Navy. We've seen brands doing this a lot more lately, such as State Farm's sponsorship of Ok Go's Rube Goldberg video. Once again, this works on the multiple levels of advertising and content meshing in a way that isn't intrusive or annoying, but which makes everyone better off. And, of course, that's not all either. To make this video work, S-Curve is using technology from a start-up called Interlude... which it has invested in as well. Without a doubt, this video is also advertising Interlude and its technology.