It’s hard these days to get people to watch music videos. Collaborations with acclaimed directors, innovative lyric videos and racy, barely-SFW videos (we’re looking at you, Robin Thicke and Justin Timberlake) have marked imaginative ways of upping the ante.
 
Today, Chicago’s art-rock outfit Califone dropped a different kind of eye-catching clip. To complement the somber title track off their forthcoming album Stitches, Califone have shared an ever-changing video that pulls animated imagery and GIFs from a set of curated Tumblr blogs. From there, viewers can click on an image of interest and post it to Califone’s Tumblr with an accompanying message. I would depict the video in a more vivid fashion, but in all likelihood my experience won’t be duplicated—and that’s kind of the point. Check it out for yourself here.