Music, technology and the power of ‘happy’
New technologies and ways of interacting with its users emerge nearly every day. However, only very few of them actually engage the user to the extent of not only rational and pragmatic approval of the idea, but also a deeply engraved gateway to emotion. The following music artists and their teams have not only provided the typical music experience we see and hear daily, but embraced the increasingly complex technologies to allow their audience to feel in control of the content they’re seeing and manipulating the track with different visual outcomes.
24 hours of Happy
A full day long, soul-infused “Happy” by Pharrell Williams is an interactive music video for his funky “Despicable Me 2” soundtrack. Click here to enter the site where “Happy” video resides, to be greeted with a clock stretching from sunrise to sunset superimposed over footage of various ecstatic people bouncing and clapping along. The song is four minutes long, which means it will be played 360 times over the course of 24 hours. Users can click through to different times on the clock to take in an array of moments as the song plays on loop. With the ability to comment on certain sections and share moments via Twitter and Facebook, the video has quickly reached worldwide popularity and over one million views in less than 48 hours.
Like a Rolling stone
With Christmas quickly approaching, Bob Dylan has decided to release a 43-disc box set. To celebrate this event in style, he launched his very own interactive music video for the classic 1965 song “Like A Rolling Stone”. The unique feature of this interactive content is that apparently the video never appears the same to any two viewers! It features 16 TV channels as a variety of television personalities lip-sync the lyrics. The users can control what they see whilst the track plays by flicking through the channels as if on a TV.
This year there has in fact been few other attempts to boost users’ interaction and engagement with music video footage. For instance, the ‘Reflektor’ video produced in collaboration with Google (note that you must have Google Chrome installed to view this example) or Queens of The Stone Age’s slightly creepy video for ‘The Vampyre Of Time And Memory’.
These technological advancements present perfect examples of how to stimulate user emotion through giving the user the freedom to have various and individual interactions. With such a popular industry as music, and the ease at which video can be shared and noticed on YouTube, the more engaging elements of watching soundtrack videos only shows what companies should be focusing on and implementing more if they want to keep their audience (clients and customers) happy, engaged, and emotionally connected with the brand, service or product.
Williams’ video, is one of the most ambitious that we’ve seen, as it requires 24 hours of viewable footage to function so we recommend you to turn it on and get happy until the weekend comes!