Sigur Ros have unveiled a new fan-led, ever-evolving video.
The art of the music video has rapidly expanded with the development of digital technology. Bjork's 'Biophilia' project, for example, made extensive use of new innovations, while Arcade Fire memorably incorporated Google Earth in the video for 'We Used To Wait'.
Now Sigur Ros have unveiled their contribution. 'stormur' originally appeared on new album 'kveikur' (Clash review HERE), with the song title translating as "powerful gale, a force able to disrupt and alter all that comes in its path."
The video for the track utilises Instagram, and allows fans to upload their photos to the clip. Perpetually in evolution, anything using the hashtag #stormur will be drawn into the video's orbit.
It's a curious idea - currently, the clip is spinning initial images sent by fans but the video will continue to shift and evolve as Sigur Ros' fan base get to grips with the project.
Take part HERE.
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