Interactive music videos are in vogue at the moment. From Kanye West’s “Black Skinhead” to Bruno Mars’ “Treasure,” they’re clearly all the rage. Post-rock poster band Sigur Rós joins that pack with the video for “Stormur” off their latest LP, Kveikur.
Dubbed “#Stormur,” the video features Instagram photos and video that include the hashtag “stormur.” This means the video will never be the same for one person, so go ahead and watch your own personal Sigur Rós video. How long until some self-promoting collective or Internet troll highjacks a band’s video for their own self promotion or enjoyment? Only time will tell. Watch the video for “Stormur” on Sigur Rós’ website, here.