Avicii has gone hi-tech with the launch of a new, interactive video platform for artists.
Always looking to push the creative possibilities of his music in new and exciting ways, Avicii has announced the launch of his latest creative endeavour, TrueTube, created by Universal Music in conjunction with Fourclops.
The new concept follows the ‘Avicii x You’ and ‘Gravity’ projects in finding new ways to create fan collaboration and interactivity with his music.
After an incredible 2013 that’s seen him enjoy worldwide chart success with debut album ‘True’, Avicii is to launch TrueTube, a brand new creative online video platform designed to give fans the opportunity to make their own music videos for tracks featured on the album. Fans are able to match online videos of their choice with a specific album track and TrueTube will merge the two, creating an entirely new and personal way to enjoy Avicii’s music.
The idea was inspired by similar concepts, most notably Pink Floyd’s infamous ‘Dark Side Of The Moon’ playing in sync with clips from The Wizard Of Oz, and given the wealth of user generated content available at fans’ fingertips online, there is scope for TrueTube to generate lots of exciting new video content.
The whole experience is geared towards speed and ease of use too, with videos being generated quickly alongside in-built features that allow fans to search for key themes, watch other fan videos and even vote for their favourites. Competitions will also start to run over the coming months to award the most creative fan efforts with exclusive prizes.
Given the buzz surrounding it’s launch, TrueTube represents another exciting new chapter for Avicii.
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