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the future is coming

Choose Your Own Music-Video Adventure

Come on, how does it end?

Steve Greenberg, the executive responsible for Who Let the Dogs Out?, Hanson, and the Jonas Brothers, has discovered a new kind of boring, relentless ubiquity:


Mr. Greenberg's label, S-Curve Records, recently launched an online music video by an unknown singer-songwriter named Andy Grammer. The hook: The clip gave viewers a way to steer the action—and a potential incentive for repeat viewings. As the singer ambles along to his bouncy tune "Keep Your Head Up," viewers choose between on-screen prompts, clicking to send the singer into different goofy scenarios.

"Goofy scenarios" do not include betting your career on the success of some home-schooled teenagers while profiting on the fall of pop-up video.

Who Let the Videos Out [WSJ]

Photo: Michael Buckner/Getty Images