Wouldn’t it be wonderful if you could interact with music videos? If you could decide which of the musicians in the band you would like to follow? If you could choose which version of the song you’d like to hear?
And if you could do that, where will the road lead in brand recognition and advertising?
Yoni Bloch thought it could be great. The young Israeli musician, who happens to be a computer geek, gathered his computer savvy friends and posed these questions to them.
A year and a half later, Interlude.fm came into being. It was first presented at the Techonomy convention in May 2010, and is now gathering more and more interest.
What Interlude does is allow you to choose your adventure and influence what you see. While watching a music video, you are asked, from time to time, to make a choice who you would like to follow. When you do, you will see a different version of the video than you’ve seen the first time. The beginning and end always stay the same, and the music continues seamlessly without interruptions.
To understand what it means, let’s assume the video takes place at a party. Like in the demo shown at the convention, you can see what happens at this party from different angels, by choosing to follow different band member each time. At times you are being asked you if want to hear the music in a different style, a cappella as opposed to instrumental, for example.
You make your own version of the video, following band member A, then switching to see what band member B is doing, than to a girl dancing in the middle of the room. You can review your version of the music video, download it to your computer and share it with friends on other social media platforms like Facebook, Twitter, MySpace or your blog. There could be hundreds of versions of the same song, the same video, constructed by different people, who share it with one another.
What does it do? From publicity, advertising and brand recognition point of view doing all that prolongs the time a person interacts with the product. When videos are concerned, it triples, on average, the viewing time. The song itself is played many times as the viewer chooses a version of the video he likes best. The product is displayed longer and by being able to influence events, a feeling of familiarity is created.
Interlude.fm took it a step further. Another application of the program targets commercials; If you are looking at a car advertisement, for example, which shows a silver car driving down a road between high rises in an urban setting, you can opt to change the color of the car and you can choose to change the setting in which the car is driving. Now a red car is shown driving by the ocean or in a rural area. You can interact with it; change it over and over again with a simple click of the mouse.
Another feature of the program is the ability to instantly compare versions of the same song, and navigate from song to song to see how different artist performed the same song. Again, the move from one video to the other is done seamlessly without losing a beat.
The best part? Interlude.fm technology can be embedded on any corporate or designed website. The customer can provide the video footage and keep complete creative vision of his product, or he can take advantage of the production services of Interlude.fm to create new footage.
Intelude.fm allows users to create unique versions of a video, using pre-recorded video/audio, and share it quickly and easily with their friends. Users can compare versions and decide which one they like best. The end result will always be greater use, greater play and greater interaction with your product.
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