3 dreams of black - The end of MTV?
The new interactive music video, from North Kingdom, is a Google Chrome experiment directed by Chris Milk. It uses the latest in-browser 3D technology to create a fully immersive interactive music video experience on the fly. Yes, you have to have the latest browser to watch it, but it’s well worth trying out. Check out the behind the scenes video above to get a better understanding of how it all works.
This isn’t the first time we have seen bands experiment with browser technology to bring music videos to the online masses. You only have to see the wonderful Wilderness Downtown from Arcade Fire to begin to start seeing this new trend emerging. The question is, if it continues, what will happen to the likes of MTV going forward? Will they have to adapt to this new style of music video by upping their online offerings? Will they have to begin to try to offer these immersive types of video through the television set. With browsers being built in to new televisions, we could easily see this type of thing appearing on music networks soon. Is this the beginning of the end for music videos? Only time of course will tell.