Here’s looking at you, Arcade Fire.
The Montreal-based indie rock band released the highly-anticipated
music video for their newest single “Reflektor” on Monday, the first off their
forthcoming album of the same name.
Or rather, they released two videos. One is your standard, straightforward YouTube spot, while the other is an entirely different and interactive experience that engages viewers with new technology.
To get the full effect, you have to use the Google Chrome
browser and click “allow” to let Chrome turn on your webcam.
Once inside the video, the fun really
begins. Viewers can see holographic reflections of themselves on the screen and
can even wave their mouse, tablet or phone to change settings and illuminate
different parts of the short film.
Fittingly, the video allows users to follow a young woman's journey
between two worlds -- and with lyrics like, “We’re so connected, but are we even friends?”
the viewer is left to wonder the meaning behind this bold “Chrome experiment.”
Created in collaboration with filmmaker Vincent Morisset
and a team from Google (headed by digital media artist Aaron Kobin), the
so-called “virtual projection” is the first interactive music video of its
“Reflektor” can be viewed at justareflektor.com.
The band will also appear on September 28 as the musical guest on the premiere of Saturday Night Live, hosted by Tina Fey. Their upcoming fourth album is scheduled for release on October 29.