Interesting video - Independant music video analysis - House of Cards

Radiohead are a great band to research when looking for any kind of innovation in music. This is what their official youtube says, briefly explaining the video: In Radiohead's new video for "House of Cards", no cameras or lights were used. Instead, 3D plotting technologies collected information about the shapes and distances of objects. The video was created from that data by 'visualizing' it.
Making of:



Basically, 3 types of data collecting equipment were used which send out lasers and the faster the lasers come back the nearer the object that they are bouncing off must be, clever. The most interesting piece of equipment however is a 360 degree rotating data collector that can measure data that is quite far away, say a street length. The downside to this is the lasers are further apart however so the image is less defined and detailed. THrough a combination of these methods they made this pretty cool video:



Watch around 3:30 in which you can see people walking around the room and again a bit later on.

This is another example of how a band has used uniqueness of a music video and free internet marketing to promote a new single. Radiohead released the video for 'House of Cards' and the making of video on their youtube account, instantly allowing any fan or curious youtuber to watch the video. The release of this video on youtube before tv or another medium meant that this video became a youtube phenomenom and was in the 'featured videos' section for the next couple of days. This video created hype for the release of their single and although the video was available for a long time on youtube before the single was released sales of the single were very good. This type of marketing is very impressive and only bands with radioheads high status are able to pull it off. It is fascinating to see how by releasing officially free versions of the song a band can encourage more fans to buy the track when it comes out and when marketing our single we should look at this.