A digital music experiment: AJR's cluster is six interactive videos in one

A digital music experiment: AJR's cluster is six interactive videos in one



LOS ANGELES — Music distribution in the modern digital age has felt like a science lab, with labels and artists all experimenting with how to get their songs and videos in listeners’ hands, ears and eyes. Oooh, and today, do we have quite the experiment for you.

Sibling trio AJR — short for brothers Adam, Jack and Ryan Met — is debuting a cluster of six videos, including an interactive version of the guys’ catchy “I’m Ready,” on Mashable.

Think choose-your-ending books but in video format. Now, click play and choose away.

The cluster coincides with the release of the bubbly pop trio’s recent release of their debut album Living Room, which they recorded in their living room in New York City.

These are the six interactive experiences included in the video cluster, created by digital agency Interlude in collaboration with Warner Music Group and S-Curve Records:

  • What’s on My Phone: Find out the content of each of the brother’s phone, including texts, playlists and apps.

  • “Infinity” Lyric Video: Learn the lyrics to “Infinity.”

  • AJR Trivia Quiz: Test how well you know AJR.

  • Speed Date: This experience lets you ask each brother questions as if you were on a date with them, and if you get bored just press “bored” to move onto the next brother.

  • Memory Game: This brain game challenges your memory.

  • “I’m Ready” music video: This one’s intended to build social buzz for the band, as it allows you to sharing the video’s content on Instagram, Twitter, YouTube and more.

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“We know younger generations want and expect to consume content differently, they want to participate, and this is where we come in,” a spokesperson at Interlude told Mashable.

BONUS: 15 artists you need to add to your playlist in 2015


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