Keeping track of new music, media and industry news.

Last week saw a couple of big money music video innovations, with Pharrell’s 24-hour music video (which poor Jeremy Allen watched the entirety of for NME) following hot on the heels of the interactive video for Bob Dylan’s ‘Like A Rolling Stone’, which gives you the opportunity of ‘flicking channels’ between spoof TV shows all lip-synching to the track (including an unexpected appearance from Danny Brown). However, as impressive as those gimmicks are, they pale in comparison to this new video from French musician ALB.

In fact, calling it a video is somewhat misleading in itself. To view it you have to download a small program and accept the terms and conditions, which in this case we’d actually recommend not reading first as they contain a few spoilers. Although obviously if ALB turns out to have jacked in music in favour of unleashing a global computer virus via the medium of slinky electro-pop, something we were genuinely worried about at one point after running the program, then we never gave you that advice (like any of you ever read the T&Cs anyway).

Naturally we don’t want to ruin the surprise, but let’s just say that this may be the only music video that could cause your partner to leave you; certainly the only one that doesn’t involve any nudity. The video element is pretty well done in itself, featuring several sword-carrying clones of the female lead running rampage in a house, the owner of which is obliviously taking a shower upstairs. They spill milk all over his kitchen, get stuck into his whiskey, raid his wife’s wardrobe and, most heinously of all, kill one of his goldfish. Which seems a step too far, until you see what they do to him…

There’s a bit of fourth-wall abuse at the end which seems a bit shonky to begin with, until you realise that the character hasn’t just broken the fourth wall but has blown it to bits with Semtex and virtually climbed through it into your world. While we don’t want to give the game away, what happens next is very clever and an excellent way of promoting an otherwise unspectacular track. If you happen to live in Paris there are some even more interactive elements, incorporating several locations across the city and even the taxi app Uber. Again, like we say, if you want to keep your relationship, download it onto your mate’s computer…

Kier Wiater Carnihan