Why make a video when you could instead create a platform for fans to create their own videos out of nearly any video currently on YouTube and the Avicii song of your choice, thereby creating infinite videos without needing to shoot a single frame.
A look at life with/without a cherished sibling in this narrative that chucks away some of the pre-conceived notions of what an EDM video looks like — much like the song does as well. This could also be seen as Avicii's "thank you" to America for helping him cross over to the mainstream this year.
A "Live Short Film" written by Lena Dunham, co-directed by Spike Jonze and Chris Milk, and starring Michael Shannon, Dree Hemingway, Nick Lashaway and Vanessa Hudgens. It might look like a typical indie film scene, but only if you click away before YouTube Music Awards host Jason Schwartzman strolls out with a "Choose Your Own Adventure" twist.
In one corner, we have Henry The Highroller. He is a stud. In the other we have Chang, the jealous ex. He disinfects rollerskates. Not really a fair battle, but the two proceed to kick some major Scott Pilgim ass in a fight over Mercedes, the beautiful waitress.
A fun watch, unless you're rooting for the underdog, or if you're still mourning the end of NYC's rollerdisco mecca, The Roxy.
A young woman and her daughter (sister?) don't seem to fit into their rugged Americana town... until the elder sets out to discover where they finally belong.
If this looks a lot more like an extended fashion ad, well, Mark Seliger did direct it — his first video in what feels like a long time. Plus Avicii himself is a supporter ofRalph Lauren's Denim & Supply line.