The indie rock band from Toronto is no stranger to innovative and interesting music videos, their “Neon Bible” web music video was thoroughly amusing but its innovation is dwarfed by their latest release “We Used To Wait”.
In this video, The Arcade Fire and Director Chris Milk create a holistically personalized music video experience and they utilized HTML 5 technology to deliver it. The video starts by asking you to input your childhood home address after which it will pull images from Google Earth, and Google Street view and age them in order to incorporate them into their video giving the entire soundtrack a nostalgic feel. Midway through the video, the user is provided with the opportunity to write a postcard to the current resident of their childhood home bringing us full circle in our thoughts of how it felt to grow-up in our childhood home. There are also a few Easter eggs around the website as well.