The music video seems to be a thing of the past.  MTV sensationalized it.  Then they killed it.  Video used to be such an integral part of a song.  For every hit there was a music video behind it.  Over the last several years, music video has faded into oblivion.  No one really gives a shit anymore.  If you give me the option to watch a video of a song or stream it for free, I’d rather just stream so I can multi-task.

Enter Music Video 2.0, the revival of the music video.  The revolution happened in the past week thanks to the Cold War Kids and John Mayer.  The Cold War Kids made an interactive online only video for “I’ve Seen Enough” where you can manipulate each band-member and alter their playing style in real-time.  It capitalizes on both visual and audio control and you get the impression that you’re watching and dictating a live performance.  As far as I know, this is the first of its kind.

John Mayer’s new music video for “Heartbreak Warfare” is also breaking new ground in the world of online video.  He’s officially the first recording artist to release an augmented reality music video.  Viewers are able to insert themselves into the 3D experience with a webcam and a special augmented reality marker.  The process is slightly convoluted, but it works nonetheless.  It’s the first time an audience can actually “become” part of a music video.

Within one week two new paradigms have been established: real-time and AR.  And, it’s all online.  No more music television.  It’s all web video from here on out.  Years ago a music video could carry a song.  It was an integral part of the package and a powerful marketing and branding tool.  With 2.0, we’re going to see a resurgence in the effort and focus put into music video, particularly around real-time and AR.  We’re just seeing the beginning of video as a powerful tool for discovery and marketing.