Azealia Banks' latest interactive video lets viewers control her movements

“I’m such a huge fan of technology and creative new ways of interacting and engaging with fans, so this collaboration was perfect for me,” explains Azealia Banks, talking about her latest video, Wallace. “Music videos are as much of an art form as the music itself. The more I can push myself in my creative endeavours, the better.”

Produced by the agency Collins and directed by Nick Ace and Rob Soucy, Wallace lets viewers take control of Banks’ on-screen movements. The webcam-driven interactive film functions like a mirror but instead of staring back at yourself, you’re faced with Banks, who rhythmically sings and raps her lyrics to a hypnotic backdrop. Wallace has been powered by Google Cloud Platform, and operates by way of motion-capture technology. If the video is anything go go by, it will mark the beginning of more experimental formats in Banks’ output.

Interactive videos are gaining ground in becoming the new ‘norm’ in the music industry.  Back in 2013 Arcade Fire were experimenting with the format, and now artists such as Jack White and Banks are adopting the concept.  It's an attempt to hold viewers attention in a constantly-distracting online world. Take control and and jam with Banks here.