Arcade Fire HTML interactive

I profiled Arcade Fire’s use of technology once before on RockBrand when they developed a way to make album art and liner notes relative once again. And now the band has taken technology a giant step further by joining forces with Google and launching a beautifully orchestrated web-browser-slash-music-video-HTML-on-crack experience entitled, “The Wilderness Downtown.” The web experience incorporates the power of Google Maps to personalize each viewer’s visit and turn the music video into a custom short film that is compelling to watch, engaging in its interactive elements and, most importantly, unique to each viewer.

Having taken the time to view The Wilderness Downtown myself, I have to say it’s amazing, and it is going to redefine how we interact with music videos online. Gone are the days of passively watching YouTube streams. It’s now possible to personalize the music video.  This Google experiment makes the link between bands and the ultimate brand: you.

More details can be found here.

3 responses to “Arcade Fire HTML interactive”

  1. […] result of a collaboration with director Chris Milk (the creative mind behind Arcade Fire’s The Wilderness Downtown video) and […]

  2. […] you have to visit the official site and then view it with Chrome, but if you remember from The Wilderness Downtown or 3 Dreams of Black, it’s worth installing the browser and taking a few minutes to download […]

  3. […] that musicians have been using to interact with fans. Everything from Arcade Fire’s The Wilderness Downtown to OK Go’s branded GPS exercise with Range Rover. Some of the newer and more collaborative […]

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