Ellie Goulding Launches Interactive Video for “Lights”

Posted October 12

Watching a music video is so 20 years ago. The new hot trend is definitely HTML5-powered browser experiences, and the latest musician to embrace that trend is songstress Ellie Goulding.

Today, Goulding is out with a music video experience that employs HTML5 (a language for presenting multimedia content) and WebGL (a new technology that brings hardware-accelerated 3D graphics to the browser — perhaps most stunning used in O Music Awards nominee Chris Milk’s video for Danger Mouse and Daniele Luppi “3 Dreams in Black”). The result is an interactive, 3D landscape that visually complements her single, “Lights.”

Viewers can travel through a space-like landscape — reminiscent of Bjork’s “Crystalline” app — and accelerate toward multi-colored vistas with their mouses. (We don’t recommend watching this vid after lunch — it’s vaguely vertigo-inducing.) You can also tweet the video in order to incorporate your Twitter handle into the experience, much like in Robyn’s “Killing Me” video.

The whole deal was produced by Tool and directed by HelloEnjoy, a company that creates interactive, 3D experiences for the web. You’ll need Chrome or Firefox to get it up and running.

Take a look at Goulding’s new vid and let us know in the comments: What do you think of this interactive experience?

By Brenna Ehrlich