When former Swedish House Mafia member Steve Angello began filming the video for the solo track “I/O,” he knew he wanted to get the EDM giants’ rabid fans involved somehow. And, judging by the footage he shared with MTV News from the set of the clip, he wasn’t kidding.
“The video was based on the story of a person who meets me and along this little journey they do together you can change the outcome of specific scenarios,” he said of the clip that will let viewers choose different storylines. Throughout the video, there are five different points where fans will have to click an action for the video’s subject. The first decision: pick up the hitchhiker or keep driving.
“My guys on the creative side came up with a very interactive video that is pretty much controlled by whoever is watching it. It lets you, as a fan, or a director, choose the storyboard a little bit and just be the director for the day.”
Earlier in the year, Angello had fans submit Instagram photos with the theme “capture the night.” After hundreds of pictures were posted, Steve chose 17 to appear in the video. They’re subtly placed in the action — like on Angello’s plane or on the walls of the club where his fans are partying.
Getting fans involved was a bit of extra work, but Angello said it was worth it to come up with a fresh approach. There are, of course, party scenes in the video for the one-off single credited to Steve Angello vs. Wayne & Woods and created in creative partnership with MiO Energy Liquid Water. The MiO folks came to Angello asking if he could come up with a promotional song that would work for the video and he said that he just happened to have one that would work.
Angello described the spare, propulsive house track recorded with his Size Records signees as “very energetic” and promised that it “lightens up your day and makes you feel happy and fresh and excited.” The free download is not slated to appear on Angello’s upcoming solo debut, Wild Youth. Keep your eyes on MiONights.com, where the video will premiere in the next few days.
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