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What can one say about a music video made for the web thats really not a video at all?
Well, the video below is the behind the scenes overview of a project from Google and the musical collaboration Rome that includes Jack White, Danger Mouse and Norah Jones. It is not so much about the content of what is seemingly a music video as much as it is about the structure/platform used to generate the content. And, it is an interesting look at where things are headed.
Yes, things will change. Fast.
Our construct of websites with pictures, copy and “clicky things” will one day soon have us scratch our heads and wonder why we settled for such a flat experience. The mindset of watching a online video with little differentiation in terms of how you would watch it on your TV may be a relic inside this decade.
Will it be HTML 5? WebGL? Who Knows.
There are some great examples of HTML 5 being used in this capacity and another musical experiment is from Arcade Fire with The Wilderness Downtown – a Chorme experiment.
Below, you’ll find an video introduction being used as a showcase for WebGL (Web-based Graphics Library). WebGL is “a software library that extends the capability of the JavaScript programming language to allow it to generate interactive 3D graphics within any compatible web browser.” Wikipedia. De-constructed, this simply means your browser will transcend (or be independent of) hardware and operating systems constraints (with some notable exceptions).
So, how does a browser transform the viewer into a deeper experience? Well, it is still early days but a look at this “making of” video starts to shed some light on things. Check it out and take a glimpse at things to come.

There are some amazing other http://www.chromeexperiments.com/webgl Note: you need a pretty high end graphics card to run these examples (which is ironic in terms of what WebGL purports to accomplish in terms of hardware on your machine. But hey, who am I to critique how a child runs before it crawls.