Interactivity, an ever increasing element within the marketing world – especially interactive videos – seems to be on the rise. And now even Kanye West's getting in on the action. The Nick Knight directed video for Black Skinhead, the first single off Yeezus, lets users play around with the speed of the video, as well as take snapshots.

Other interactive videos we've looked at include lo-fi band Tanlines' Photoshop-esque playable video as well as LA shoegaze duo, Io Echo, who created a colourful virtual room, however no one quite as musically prominent as Yeezy has forayed into this direction before. Despite not being the most innovative use of medium we've seen, it's interesting that an artist as big as Kanye, who surely doesn't need to rely on something as arguably 'gimmicky' as an interactive video, making a foray into this space.