MUSIC VIDEOS TURN THE CORNER. Showing Us What's Ahead - Steve Rosenbaum - MediaBizBloggers

There39s always been an odd disconnect between music videos and the webThe web is interactive personal programmable providing a unique experience for each visitorHistorically music videos have come in the 39one size fits all39 category replacing the images that you make in your head around music with a singular directorial visionFine for MTV and Fuse but simply out of touch with the webNow I can say I39ve seen the future The band Arcade Fire has produced a video for the song quotWe Used To Waitquot from their just released album The Wilderness DowntownIt39s the end of old media a singular narrative vision and the start of something new Very newTake a look at it if you have 4 minutes to spare You39ll need the Google chrome browser or safarihttpwwwthewildernessdowntowncomTo start you are asked to enter the name of the town you grew up in The browser calls up a mix of video elements in their own windows along with images from Google Maps The result is haunting and personal As the video plays the experience asks listeners to share thoughts with their childhood selves and then mixes that material into the visual contentDirector Chris Milk was clearly thinking about what videos could evolve into quotI spend a lot of time thinking about how music videos could ever achieve the emotional resonance of straight musicquot Milk says in an email exchange with the Music Mix in Entertainment Weekly quotHonestly I39m not sure music videos can ever really touch you as deeply as music alone can Music scores your life You interact with it It becomes the soundtrack to that one summer with that one girl Music videos are very concrete and rigid because they rely on someone else39s vision Sometimes minequotMilk39s understanding that viewers no longer want to be passive consumers of created content is prescient Viewers aren39t viewers they are creators collaborators remixers and social media partnersInvite them in they39re part of the music the story and importantly the marketing Keep them out and they39re going to look for an experience that feels more engaging quotBy letting the audience participate in the visuals we allow for more of an emotional connectionquot Milk saysThe Wilderness Downtown was created in partnership with Google to show what HTML5 can do And it achieves that objective in spadesBut don39t let this be the only experience you have with HTML5 here are some more links to explore there39s an immersive future just around the corner Take a look at what39s aheadhttpwwwapplecomhtml5showcasevideohttpwwwchiptunecomstarfieldstarfieldhtmlhttpkevs3dcoukdevlsystemshttpwwwphpguruorgstaticrgraphtexthtmltextWelcomehttpapirockscomhtml5html5htmlslide48Steve Rosenbaum is founder and CEO of Magnifynet a NYCbased platform for Realtime Video Discovery and Curation He has been building and growing consumercontent businesses since 1992 He was the creator and Executive Producer of MTV UNfiltered a series that was the first commercial application of usergenerated video in commercial TV Steve can be contacted at stevemagnifynet Follow Steve Rosenbaum on Twitter wwwtwittercommagnifyRead all Steve39s MediaBizBloggers commentaries at Steve Rosenbaum MediaBizBloggersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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MUSIC VIDEOS TURN THE CORNER. Showing Us What's Ahead - Steve Rosenbaum - MediaBizBloggers

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MUSIC VIDEOS TURN THE CORNER. Showing Us What's Ahead - Steve Rosenbaum - MediaBizBloggers

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