Interactive Web videos clicking with bands

"A lot of the things we see on the Internet are made to look like they're for a computer," says Morisset, who shuns clunky, link-laden video content. "Our goal was to make something truly cinematographic."

Neither Watkins nor the labels he has partnered with on interactive videos would comment on the cost of the videos' production. And representatives at Universal and Sony BMG say it's too early to give concrete figures on online sales of albums, tickets and merchandise due to interactive video installation.

But the medium does offer a direct link to these products -- therefore, in essence, the migration of the video from the TV screen to the computer screen has changed the medium's potential. No longer just an expensive tool for enhancing and promoting an artist's image, videos can now lead consumers by the nose to make on-the-spot purchases.

Reuters/Billboard