However, arguably the most powerful use of the interactive music video came in 2016 with Usher, Nas and Bibi Bourelly’s “Chains” video. It opens on the statement “While racial injustice keeps killing, society keeps looking away.” The Tidal video uses facial recognition technology to gauge when you’re looking at the screen, meaning you’re prompted to keep your gaze on the victims of police violence that appear in the video, with the message “Don’t look away” appearing and the music stopping when you look elsewhere.
