Nearly half a century after "Like A Rolling Stone" was released, legendary performer Bob Dylan has unleashed a revolutionary video to accompany the classic.
Created by digital media company Interlude, and available on Dylan's home page, the 1965 classic comes back to life in a format designed to provide fans and viewers with more havoc with their time management skills on their PCs, Macs, tablets and smartphones. The interactivity options involving multiple channels of additional videos means that no viewing experience will be the same for everyone. It's also designed to draw additional attention to the release of Dylan's box set The Complete Album Collection Volume 1.
“We're forever looking for compelling, creative ways to distinguish our artists and their music from the din," said Adam Block, Sony Music and Legacy Recordings' president in a release issued Tuesday. "The Interlude treatment of 'Like a Rolling Stone' provides us with a unique, playful, highly engaging platform from which we can reach - and ideally attract - Dylan fans from across the spectrum."
Salon's David Haglund, an unabashed fan of Dylan, exclaimed the virtual outing was "one of the most impressive I’ve seen."
This scribe can’t argue; after waiting for precious seconds to pass by as the buffering uploaded its magic, the video was a truly unique experience.
The effect is like watch the video on a television set, an amenity accentuated by the virtual controls. Every time you change the channel via buttons on the left-hand navigation bar, the images change, but the audio remains constant.
Ingenious, for sure, but the added perks are catching vintage Dylan performances of the classic on one setting, with 15 additional options cleverly disguised as bona fide television channels.
Click either the up or down buttons and you’re likely to catch the boys from Pawn Stars, the perky Property Brothers, Duck Dynasty’s eccentric Uncle Si, The Price Is Right host Drew Carey, newscasters, shopping channel announcers – even tennis players in the middle of a heated match – all lip-syncing to Dylan’s atonal anthem.
In an interview with Mashable, Yoni Bloth, Interlude’s CEO says the company plans to add more channels to the video. "You'll always miss something because you can't watch everything at the same time," added the executive.