How do you hold a generation whose brains are being eroded by the Internet’s attention? Coax them into participating. Between 2010 and 2015, any number of high-profile music acts made the most of the internet by making interactive videos (often which had to be accessed via their own website). Arcade Fire, The Streets (see above), Bob Dylan, Etienne De Crecy, Death Grips, Bombay Bicycle Club and Tanlines all made music videos that demanded audience engagement. Thanks to the trend, we also got the world’s first shoppable music video, courtesy of FKi, Iggy Azalea and Diplo’s “I Think She Ready”.
