Orwellian experience: Band puts fans in control

Music videos are increasingly interactive, enabling fans to create their own experiences and content rather than passively absorbing it, as we reported in our The Dawn of the Mega-systems macrotrend.

The music video, a collaboration with Barnaby Roper, Hector Muelas, Ricardo Viramontes and Eduard Prats Molner – who were involved in Arcade Fire’s video for We Used to Wait – consists of a series of interactive scenes that users drag and drop in order to experience them. Born out of the idea of an Orwellian surveillance, as in the novel 1984, the video is designed to encourage users to control the band from a series of rooms.