Not since Chris Cunningham’s arrival onto the music video landscape has anyone raised the creative bar so high and challenged the medium altogether. Videos over the last several years have suffered from dwindling budgets, often mediocre concepts and cheap imitations of what others have already done. Though there certainly have been some very memorable promos of late, I’ve yet to see any that I believe to be “ground breaking.” Until now.
To promote their most recent album, The Arcade Fire created interactive-web-based music videos. The first video is for the album’s title track Neon Bible. While I have seen plenty of interesting web-interactive projects, I have never seen anything like this before, and certainly not to promote music. A few months later, the band released another interactive video for The Black Mirror that completely knocked me on my ass. The second video contains six individual tracks of audio that allow the viewer to mix the song on the fly to their liking creating their own version of a score for a rather surreal silent film.
watch Neon Bible
watch Black Mirror
