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Arcade Fire team up with Google for online music video production Music video is personalised according to where viewers grew up.
The increasing role of online in video productions has been highlighted by the band Arcade Fire.
They have collaborated with YouTube owner Google to create an interactive online music video.
Using Google Maps and HTML5, the latest online video platform, the video production uses the place the viewer comes from to shape the video.
Those accessing the video, which is being used to promote new song We Used To Wait, are asked to enter their childhood address.
A browser window then opens up, zooming into the area if it has been mapped by Google Street View.
Multiple browser windows which move around the screen and a drawing tool are also incorporated into the video.
Aaron Koblin, who works for Google Creative Lab, said: "What would a music experience designed specifically for the modern web look like? This is a question we've been playing around with for the last few months.
"Browsers and web technologies have advanced so rapidly in the last few years that powerful experiences tailored to each person in real time are now a reality."
Earlier this year Arcade Fire streamed a concert live on YouTube.
Posted by Liam Wallace
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