How You Can Turn Your iTunes Playlist Into an Interactive Music Video

The creative agency Interone has developed for MINI Collection a plug-in which links together fashion, music and shopping in a new and unique way: the MINI Collection Screendancer. Now every playlist on iTunes can be an interactive music video. Real dancers perform directly in tune with the music! And not only that: with a simple click, the different, changing styles of the dancers can be viewed in detail – and also purchased. That's because each item of clothing is linked directly to the MINI Online Shop.

During playback of the music the iTunes Visualizer provides visual effects: the MINI Collection Screendancer replaces these animated graphics with real dancers – a genuine innovation. The plug-in analyzes the music and recognizes the rhythm and the music genre. Whether it is club music, rock, pop, electro, soul or hip-hop, the dancers adapt themselves to the particular beat. Thus, for the first time, a perfectly synchronized real-time music video is produced. The choreography is the work of the internationally acclaimed, London-based creative director and star choreographer Del Mak, who has collaborated with renowned musicians such as The Chemical Brothers and M.I.A. 

As Michael Ohanian, Chief Creative Officer at Interone, explains: "With the Screendancer we have created a completely new sales channel for the MINI Collection. This is an innovative idea with definite value added for our customers."