Arcade Fire

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Arcade Fire "Just A Reflektor" (Anton Corbijn, dir.)

If you're gonna go big, you might as well let it go to your head.

The new Arcade Fire video has a mirror ball and a mirror man, giant head shells that the band wears, and a magical mystery mission. It's directed by Anton Corbijn, and the song is produced by James Murphy with backing vocals by David Bowie. Not a bad triumverate (and that's in addition to the Google Chrome interactive video they released earlier today). 

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Arcade Fire's Interactive "Just A Reflektor" Video via Google Chrome, a Webcam and Your Phone

The new Arcade Fire video "Just A Reflektor" is more than just that. Yes, you're encouraged to let the browser turn on your webcam and then you go to a special URL on your mobile device so you can hold it aloft and see it impact and get reflected on the screen. But, it's also a showcase for several impressive and processor-intensive technologies that you can go back and explore more in-depth. It's also a tool to bring light to Haiti, a place where the band has previously focused charitable efforts.

But, the main effect if you do as you're directed is that you're forced to pay attention: Your computer is tied-up to create the video effects and your iPhone (or whatnot) is pointing away from you, for once, and you realize that this may be the first seven minutes in a long time where you're not checking your email or otherwise distracted.

And that is the neatest trick of all...