Tinchy Stryder goes interactive on new video

15:58 | Tuesday July 14, 2009

The “Clikthrough” technology behind the video allows viewers to hover their cursor over every object in the video in order to find out more about Island Records artist Stryder and the making of his video. They can also click through to associated webstores to buy items, including branded Stryder merchandise from his own Stars In The Hood line, in the video.

The Script did something comparable with the video for their Breakeven video at the start of the year. The Pussycat Dolls and Natasha Bedingfield have also recorded similar videos.

The move is part of a wider trend towards greater product placements in promotional videos. This started a decade ago in US hip-hop videos where premium brands helped underwrite the cost of the video in exchange for exposure.

Island commercial director David Hawkes says, “Consumers are moving away from traditional media – TV, radio and press – and this new Clikthrough technology allows us to provide an attractive, fully integrated promotional and retail experience online, delivering fans what they want while opening up incremental revenue streams for us.”