The music video is just the starting point for a fan's journey thanks to embeddable links from hot video-meets-commerce startup Wirewax. Whle watching a video, click on a shirt worn by the artist and its takes you to an e-commerce site ready to sell it. Click on a singer's anguished face and it takes you the lyrics or on a deeper dive to what motivated her to write the song.
The First Shoppable Music Video
Watch this preview of how Wirewax works featuring Iggy Azalea and Diplo:
Wirewax launched in 2011 with the mission: “To make video intelligent and to make sense of those pixels. Connecting anything in video to everything online.” Since then companies like Spotify, Coach, Nike, Target, and the NFL have used the service to enhance their video. So have a number of musical artists and labels.
"There’s also an industry shift - a realization that a video performance chart showing number of views over time isn’t very useful, Wirewax CEO Steve Callanan, told Forbes. "For far too long the number of viewers of your content has been the poor measure of performance. The focus is now on the quality of that view as opposed to a, sometimes dubious, viewer count. Wirewax is not just deepening experience for the consumer, but providing huge amounts of insight to the content creator with detailed metrics on what people are interacting with, spending time on, and sharing within their content."
"The music industry was one of the first commercial users of Wirewax. EMI used the tool to create an album preview for the winner of the heralded Mercury Prize - Laura Marling," says Callanan. "The experience allowed viewers to interact with objects in a music video. Those clickable objects were references to tracks on the upcoming album. Viewers could listen to previews of those tracks, see behind the scenes clips (video-in-video), and even enter competitions — all within the video."
Remember Pop-Up Video?
If you're old enough, you might remember this crude attempt at a similar experience from VH! and Madonna.