Alternative rock band Hoobastank is using its single "My Turn" to give fans their turn at being music video directors. In addition to the regular broadcast clip for the song - the lead track from Hoobastank's fourth Island album, For (N)ever, due 27 January created an interactive version of the video that allows viewers to mix and match a variety of personalities to perform the song.
Many are the four members of the band themselves, performing in a series of costumes. Others include bikini-clad models, senior citizens, frontman Doug Robb's mother and father-in-law, and members of the production crew.
The video, housed at myturn.hoobastank.com and linked from the band's official website and MySpace page, also lets users personalize the clip by uploading their own backgrounds.
"It's starting to tap into new territory of what interactive music video is going to be," says director Brown, who worked with programmer Daniel Kim from Deep Fried Productions, whose clients have included M.I.A., Gwen Stefani and Nine Inch Nails. "We're at an early stage in technology where we can start to offer these kinds of choices for people online."
Robb, who credits Hoobastank manager Jordan Berliant with the interactive concept, says the group wanted to "take advantage of the medium... to do stuff you can't do on a TV video. Basically you'll never see the same video twice."
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