OK Go took the advantage of HTML5's audio and video tags to create an interactive music video for their latest single "All Is Not Lost". The band slip into green spandexs and join forces with contemporary dance group Pilobolus to create human-body kaleidoscopic visuals.
They are engaged in an orchestrated dance, walking, bending, crawling and rolling on a glass-like floor to form a series of kaleidoscopic shapes and words. In addition to the images, fans who use HTML5 and Chrome browser are also able to embed personalized messages on it.
Talking about using the technology to make their video, OK Go's singer Damian Kulash said, "These days, a great creative idea is a great creative idea, period. You don't have to choose in advance whether your outlet is records, or films, or dances, or a computer program."
"Videos don't have to be subordinate advertising material for albums, and dance doesn't have to be confined to the theater. We were like peas in a pod with Pilobolus, trying to make something that lives in the world of dance, and music video, and digital space, but isn't confined to any of those spaces alone."
OK Go is not the first music act who released such interactive music video. Last year, Arcade Fire also released a similar clip for their song "We Used to Wait". While OK Go allow fans to make their own message, Arcade Fire brought fans back to their childhood home by inputing their address on it.
"All Is Not Lost" is taken from OK Go's album "Of the Blue Colour of the Sky", while "We Used to Wait" is lifted from Arcade Fire's "The Suburbs".
OK Go's "All Is Not Lost" music video