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The Shoes Refuse To Face The Music In Their Interactive Music Video

The French pop band just released an interactive browser-based music video experience that you literally can’t see.

For the release of their new single “Cover Your Eyes”, The Shoes have honed a new of way of viewing music videos. The French pop band from Reims have resorted to using an interactive system, pertinent in its play on distinctly French reactions—namely anxiety and denial.

The project takes its name, literally, from the title of the song, suggesting viewers “cover their eyes” in order to listen to the music. On the video’s website, you’re given the opportunity to immerse yourself in the experience using your webcam. The video begins to play but without the audio track. You can hear voices, noises, and strange atmospheric rumblings, but no song. In order to listen to “Cover Your Eyes,” you actually have to cover your eyes with your hands. The webcam detects movement and as soon as the eyes are well and truly covered, the screen darkens and the track begins.

This interactive and silly video experience—and we mean silly in the best way possible—is the most recent project from multimedia and viral video experts, French collective We Are From L.A. They’re also responsible for the teaser of the latest music video for Cassius with it’s iPhone app and Yelle’s animated .gif video for " La Musique" (all projects can be viewed on the opening page of their website).

You can discover The Shoes on Noisey, the new video-driven music discovery platform curated by Vice, documenting the most talented emerging musicians from around the world.