New Arcade Fire Video Takes You Down Memory Lane

New Arcade Fire Video Takes You Down Memory Lane

Leigh MichaelTuesday,29 April 2014

The Snap:

“We Used to Wait,” off Arcade Fire’s 2010 tour de force The Suburbs, just got a little bit cooler… And a little bit more personal. The band collaborated with video director Chris Milk to tailor the user experience to one’s hometown, fostering a trip down memory lane by simply entering your address.

Plug your street address into The Wilderness Downtown, sit back, and enjoy the show.

The Download:

Arcade Fire does things just a little bit differently. The announced their Reflektor release date via a reply to a tweet from a fan, and they created a sparse original score for Her, contrasting with the “in your face” sound that permeates most of their albums.

They like to experiment. And their experiments always seem to pay off.

“We Used to Wait” is an anthem to growing up, and it’s one that brings validating power to those still in the throes of youth, and an overwhelming sense of nostalgia to people who have moved out of their childhood bedrooms.

The interactive nature of the video is what is so cool. Arcade Fire has taken a song and turned it into a responsive encounter. You’re no longer just a listener; you’re an integral part of the song. They’re changing the role of musician and audience; they’re merging them a little bit. And that is not a position that we get to be in everyday.

The logistics of the experience are a little funky. You can only use Chrome, and you need a zippy internet connection to get the most out of it. Pop-up screens abound, but the end result is really neat. It also lends a sense of personal agency to the song; you can’t help but feel like it was written for you, and about your life as an angsty teen.

Give it a watch, and take a little trip back in time. It’s a good one.

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Hat Tips:

Chrome Experiments, Arcade Fire, The Wilderness Downtown, Chris Milk, Image Credit: Flickr

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