Major Lazer debuts an interactive version of their video for “Know No Better,” featuring Travis Scott, Camila Cabello and Quavo, today. One of the first ever videos of its kind, viewers can now switch between the dream and reality storylines portrayed in the original version, an experience facilitated by Eko in collaboration with director Philip Andelman. Use the button in the top right corner to alternate between dream and reality.
Know No Better Video
“Eko’s unique interactivity enables creators to connect with viewers unlike any other digital platform, fostering deep emotional connections with audiences by giving them agency to affect stories in real-time,” says Executive Producer Lihu Roter. “Major Lazer’s creative execution of this parallel story allows audiences to simultaneously step into the shoes of this young dreamer’s reality and his dreams themselves, experiencing his aspirations coming true with him in the moment. It’s a lean forward experience that’s highly engaging, and indicative of what I believe mainstream storytelling will look like in the years to come.”
“Know No Better”—streamed more than 150 million times to date—is the title track from the band’s new EP surprise-released last month, two years to the day after their groundbreaking LP Peace is the Mission. The EP expands upon the group’s global sound, taking inspiration from their travels to Pakistan, Cuba, South America, Africa and more while paying homage to their Caribbean roots.