Shalom Life | October 25, 2014

What's Next on Your Music Video? You Choose

Set up by an Israeli rock star, a new venture is promising to bring the innovative world of interactive videos to music and advertising industries.

By: Brian Blum

Published: March 8th, 2011 in Business » World

What's Next on Your Music Video? You Choose

Yoni Bloch didn't intend to become a rock star. A self-professed "geek" from the northern Negev town of Beersheva, Bloch loved playing both video games and music. One day, he thought it would be cool to release some of his tunes via the Internet. Before long, his band, with its edgy guitar pop, had hit the big time and Bloch became the darling of the Israeli alternative music scene.

Marrying his musical and geeky sides in a highly innovative, interactive way, Bloch has now moved into a new field, founding Interlude with two of his band mates (one who doubles as an electrical engineer, the other a hotshot programmer/designer).

Their web-based authoring system can mash up different video cuts into a seamless stream where the viewer gets to choose the action. If that sounds complex, it only takes a minute to get the hang of the end result.

Bloch has posted two of Interlude's interactive videos online. The first, available on his personal website, is his composition about a singer wandering through a Tel Aviv house party. At various points, the viewer is presented with two choices - for example, should the band play an acoustic or electric set? The action then proceeds down the path selected.

The result is a four-minute clip that has tens of combinations. At the end, you're prompted to see it again or start anew. The technology is compelling enough that you may very well find yourself sucked in for another round.

What should Andy do?

The Interlude website features a clip of Andy Grammer, a relatively unknown pop musician. The process is the same - should Andy dance with the waiters or hang with the cleaning staff in the hotel lobby? And what are the ramifications of choosing the black vs. the red t-shirt?

To emphasize the geek factor even further, the video features a cameo by Rainn Wilson, who plays uber-nerd Dwayne on the US version of TV series The Office.

Interlude also created an interactive video for the Israeli version of American Idol where the final contestants were all filmed singing the same song and the audience got to choose the winner.

Interlude's technology is similar to that of Turbulence, the company founded by a Tel Aviv University professor that lets the viewer guide a movie's plot. But Turbulence is focused on creating fully interactive movies, while Bloch has his eyes on a more commercial prize: the next generation of online advertising.

This article originally appeared on Israel21c. To read the rest of the article, please click here.

Wix Named 'Hottest Middle Eastern Startup' Wix Named 'Hottest Middle Eastern Startup' TrendingStartup Club: Hello Doctor Startup Club: Hello Doctor TrendingPÜR Gum Makes Long Lasting Impression on Dragon's Den PÜR Gum Makes Long Lasting Impression on Dragon's Den Trending
 

Seinfeld Finally Joins Facebook and Instagram [VIDEO]

October 24, 2014 | By Ashley Baylen
Seinfeld Finally Joins Facebook and Instagram [VIDEO]

A hilarious video shows Michael Richards asking Seinfeld to take out Netflix and Hulu.

Read More

Seth Rogen and Megan Fox Join James Franco’s ‘Zeroville’

October 24, 2014 | By Ashley Baylen
Seth Rogen and Megan Fox Join James Franco’s ‘Zeroville’

Rogen and Fox will be co-starring alongside Will Ferrell, Danny McBride and Dave Franco

Read More

Mila Kunis Dolls Are Coming To a Store Near You

October 24, 2014 | By Ashley Baylen
Mila Kunis Dolls Are Coming To a Store Near You

Adorable dolls featuring Mila Kunis and Channing Tatum in 'Jupiter Ascending' are coming out in January

Read More

Jews Around the World to Take Part in the Shabbat Project

October 24, 2014 | By Daniel Koren
Jews Around the World to Take Part in the Shabbat Project

Jews in 460 cities across the world to take part in the inspirational Jewish initiative, including Paula Abdul and Mayim Bialik

Read More

Wix Named 'Hottest Middle Eastern Startup'

October 24, 2014 | By Viva Sarah Press
Wix Named 'Hottest Middle Eastern Startup'

Inc. magazine credits Israeli DIY website creation platform with taking a complicated task and making it enjoyable

Read More

‘Fury’ A Blistering Account of World War II—Sans the Holocaust

October 24, 2014 | By Jason Stack, JNS.org
‘Fury’ A Blistering Account of World War II—Sans the Holocaust

The Brad Pitt and Shia LaBeouf-starring film essentially omits the brunt of the Holocaust from World War II

Read More

Israeli Company Shows that Energy Does in Fact Grow on Trees

October 24, 2014 | By NoCamels Team
Israeli Company Shows that Energy Does in Fact Grow on Trees

The eTree is a solar-powered urban habitat that is constructed from metal pipes and topped with solar panels

Read More

For the First Time Ever, Women of the Wall Hold Torah Reading at the Kotel

October 24, 2014 | By Kobi Nachshoni
For the First Time Ever, Women of the Wall Hold Torah Reading at the Kotel

Western Wall rabbi says "This will never happen again" after the group managed to smuggle a tiny scroll into the women's section of the Western Wall

Read More

More Headlines