Radio: Tool of North America's Interactive Music Video on MTVMusic.com

[itvt] recently published a story on our new daily news Web site about an interactive music video for the song, "I've Seen Enough," from the indie-rock band, Cold War Kids. The video, which is available exclusively on MTVMusic.com, was specifically designed to be presented online in parallel parts, so that it can be remixed by viewers. It presents viewers with separate video images of the band's four members, each of which was filmed against a darkly lit background in order to give the impression that all four members are playing on the same stage. Viewers can determine which of four different instruments and tracks each of the band members plays by selecting between four color-coded bars that appear at the top of the screen over that member: if, for example, a viewer selects the blue bar over the band's percussionist, the percussionist plays a tambourine and his video image takes on a blue hue; if the viewer selects the red bar, the percussionist plays a drum kit and his video image takes on a red hue. Viewers can also mute and unmute each of the band members by clicking on his image with their cursor: when a band member is muted, he fidgets aimlessly on stage until unmuted. Each of the changes a viewer makes to the band's line-up and instruments takes effect immediately, allowing remixes of the song in real time.

In this recorded episode of [itvt]'s talk radio show, "The TV of Tomorrow Show with Tracy Swedlow," Dustin Callif, head of digital content at Tool of North America, the company behind the new video, and the company's executive producer, Brian Latt, describe how the video works and the technological challenges that had to be overcome in order to create it; outline the company's plans to produce interactive programming going forward; explain why they believe music videos are fertile ground for interactivity; and much, much more.

To listen to the show, CLICK HERE.