A few months ago Arcade Fire launched TheWildernessDowntown.com. If you haven’t seen it: go do so. This brilliant concept and collaboration with Google is a revolutionary step for the music video as we know it.
What makes something revolutionary? A revolution is “a drastic and far reaching change in ways of thinking and behaving.” What Arcade Fire, Google and Chris Milk have done is to bring the viewer inside the video itself. This is drastic. But a revolution is not just about being drastic, this video is far reaching in every sense. What does this bring about for the future? This creates ideas, technology and inspiration for later videos. It sets the bar to a whole new level.
Though I’m going on and on about Arcade Fire’s concept – it is not the first jump into augmented reality videos. I’m talking of course about John Mayer’s “Heartbreak Warfare” video. Seen here: http://www.youtube.com/watch?v=CZtRHVMcZjI
Per it’s own description on the video: Flash Augmented Reality (FLAR) is a way of creating a digital hologram in 3D space by holding up a marker to your computer’s camera and activating a special piece of Flash software. As you can see in this video, I’m holding up a piece of paper with the designated marker (in this case a broken heart), and the video of John Mayer follows it around the screen, and even tilts in 3D space!
People have the ability to come up with so many ideas from these forward leaps, i.e. What if you had to put a picture of yourself in the video, and the singer was singing to YOU? What if you were to design the space the artists were actually performing in?
What steps would you like to see in music videos? How would you feel most involved?
Let us know!