The new music video - although calling it that doesn't really describe everything that's going on in it - by Arcade Fire is one heck of an interesting experiment. It's a joint project between them and google. "...google? Google made videos?"
...well, not exactly. This is where it gets interesting.
Instead of a normal video, it's an interactive experience that combines traditional music videos, google maps, your own text input, mouse movements, and browser technology. Using a specific video clip as the basis, it uses the ability to place different sized browser windows to create a seamless experience that is custom made to each person. By adding a location - and google streetview's photos of that area - the video renders 3D images of your address, while adding 3D animations over it. At the same time, the multiple windows create a split screen (split several different ways) viewing experience that jumps between the windows, rendering different things. It's really quite neat, not just as a music video but as an internet browsing experience. Indeed, it's a refreshing and surprising way to enjoy the internet itself. This really changes the concept of the music video.
But really, this won't make any sense unless you see it yourself. To see it properly, you'll need to download google chrome.
So go see The Wilderness Downtown - An interactive film by Chris Milk, featuring "We Used to Wait" by The Arcade Fire.
To learn more about this project, and how it's done, go here.
