“Experience the Making of Multi-Platinum Superstars’ Matchbox Twenty’s ‘She’s So Mean’ music video,” began the email I just got, starting to seem more and more like a threat as the sentence wound to its horrifying denouement, “in Immersive 360 degrees.” *lightning crash* *door slams* *wolf howls in distance*
First of all, being immersed in Matchbox 20 sounds like a particularly painful torture scenario a really imaginative bad guy from the ’90s might’ve cooked up in a torture-porn flick. But okay internet, whatever you want, I thought, I’m game for anything once. Or I would have been, if the video didn’t grind my laptop to a crashing halt. I guess the idea here is that this is a video for people who always liked Matchbox 20, or MB20 as the kids say, but were sick of looking at Rob Thomas’ aging Peter Pan grill the whole time? How big is the market for that sort of thing do you suppose? I guess the bass player has a wife. Drummer’s roommate. I dunno. Go watch the video here.
Use your mouse and/or arrow keys (or use your finger to swipe in the GoPano iPhone app) to look around in the 360 degree music video and discover something new each time you watch the video. The GoPano technology allows music fans to interact with the same video from a perspective of their choice just as if they have the ability to control the direction of the camera by dragging the video left, right, up or down.
I’d like to tell you what is going on this video, but the furthest I could get the camera to swing was over to the guitar player—woah, that dude’s hair! Look at that! Operating this thing was like watching your girlfriend or dad try to figure out the controls on a first person shooter video game. And is it just me, or does the way they shot this make Thomas look like a background character in Grand Theft Auto? Type of guy you’d see walking half way through a wall over and over again, stuck, repeating the same phrases, doomed for eternity.