Music keys: Track released via interactive website

London – Electronic music duo Plaid are releasing their tenth album this spring, but rather than release a traditional music video for their first single, Tether, they turned to Jono Brandel, who created an interactive web application.

Brandel came to LS:N Global's attention with his project Patatap, which has a similar premise. In the music video for Tether, listeners release the track through typing on their keyboard. Each keystroke is a musical note from the track that is accompanied by Brandel's monochromatic visualisations. After a few seconds, the program takes over and the track plays through with the hallucinogenic patterns. Viewers can still interact with their mouse, dragging the cursor along to affect the visualisations.

Music videos are becoming increasingly interactive as musicians seek new ways to get fans to press play. For more, read our Transmedia Music Videos microtrend.