J-pop star Namie Amuro invites viewers to touch her latest music video

Japan’s queen of pop, Namie Amuro is releasing her 11th studio album ‘_genic’. For the first single “Golden Touch”, Amuro sought the help of creative agency Party and production studio Logan to create an interactive music video app that only plays when you touch the screen.

Viewers are instructed to place their index finger in centre of the screen before the video beings; balloons then pop, records scratch, a house of cards topples, blue tits land, dominoes rally, fish nibble, bottles break and more, seemingly because of your finger. Should you remove your finger, the video will stop.

The app is certainly captivating - one of the best examples we’ve seen of an artist going beyond the traditional format to create interactive videos that involve and engage the viewer. Lately, Kelela and Azealia Banks both created interactive websites, pushing the limits of technology and in doing so reaching a far greater audience.