Music videos are all well and good, but haven't you ever watched them and wanted to see what would happen if the main protagonist turned left instead of right? Or if, instead of going to a club and gyrating about with some scantily-clad ladies, he or she went home and read a good book?

Well, wonder no more. Sort of. The video for Chairlift's excellent Met Before – taken from their equally excellent Something album, and premiered here exclusively – is the visual equivalent of those Famous Five, Choose Your Own Adventure books, allowing the viewer to decide where our intrepid explorers go next. With one press of the left or right arrow keys on your keyboard, you can watch the duo tracking wildlife in the woods, doing a spot of beekeeping, dancing about on tables, or even discovering the wonders of mycology. It's all pretty hi-tech and interactive, but we thought it would be better to get the people who made it to talk about it, so below is a Q&A with the director Jordan Fish and Ari Kuschnir, the CEO of creative company m ss ng p eces, who produced the video.

So, how does it work?

Jordan Fish: Whenever arrows appear onscreen, you can use your arrow keys, or click directly on an arrow, to choose the direction the main character takes. Once a version is created, you can share it on Facebook or Twitter and repeat the process to create a multitude of different videos.



How much more work was it compared to a normal video? How long did it take to edit?

Fish: It's hard to say exactly how much extra time it took, but I like to challenge myself with every video, and this definitely required new ways of thinking. The treatment wasn't a linear script, it was a flowchart, which looks like a big branching tree of choices. In the end, the planning process was probably more time-consuming than the shoot or the edit, compared to a non-interactive video.

How many different versions are there?

Fish: We don't want to give it all away, where's the fun in that? Let's just say, you could spend a lot of time with this and still find something new!

Is this the future of music videos?

Ari Kuschnir: There are new technologies forming every day that change the way we think and interact. This is definitely an exciting new form of storytelling that is sure to shake things up.