Intermusital? (Interactive + Music + Digital)
By now we’ve almost all heard the term “phygital” (but for those who haven’t, it’s a buzz word used to describe how the physical and digital worlds merge). Thanks to Ellie Goulding, we can now experience what I’ve deemed “Intermusical”… a combination of an interactive user experience, music, and digital communication. Her music video for “Lights” allows the viewer to control their journey through a graphic landscape and incorporates real-time Tweets…
With brands tying themselves to artists, product placement commonplace in music videos, the power of live music, musical sponsorship activation, and the social cache of sharing concert-type activities, imagine what this could mean for brand experiences!
My browser couldn’t play the actual video, so if you encounter the same problem, heres a video simulation of the experience provided by Creativity Online.http://creativity-online.com/work/ellie-goulding-lights/24803