American electronic music group Major Lazer has released an interactive version of the video for the track “Know no better”, which features Travis Scott, Camila Cabello and Quavo.
In this one of the first videos of its kind, viewers can switch between the dream and reality storylines portrayed in the original version, an experience facilitated by Eko in collaboration with director Philip Andelman, read a statement from Sony Music.
“Eko’s unique interactivity enables creators to connect with viewers unlike any other digital platform, fostering deep emotional connections with audiences by giving them agency to affect stories in real-time,” said Executive Producer Lihu Roter.
“Major Lazer’s creative execution of this parallel story allows audiences to simultaneously step into the shoes of this young dreamer’s reality and his dreams themselves, experiencing his aspirations coming true with him in the moment. It’s a lean forward experience that’s highly engaging, and indicative of what I believe mainstream storytelling will look like in the years to come,” Roter added.
“Know no better”, which released last month, has the trio collaborating with artistes from the world over who share their mission of “making the world smaller by making the party bigger”, with appearances from Machel Montano, Busy Signal, Sean Paul, Konshens, J Balvin, Nasty C, Ice PrInce, Patoranking, Jidenna, Anitta, Pabllo Vittar and more, as well as production work from the likes of Jr Blender, Boaz van de Beatz, King Henry and Maphorisa.
The new EP follows the worldwide success of “Run Up” featuring PARTYNEXTDOOR and Nicki Minaj, “Cold Water” featuring Justin Bieber and MØ and “Lean On” with DJ Snake featuring MO.