Major Lazer unveils interactive version of ‘Know No Better’ video
Major Lazer teamed up with Eko, the production company behind the video, and director Philip Andelman to deliver an innovative interactive version of their video for “Know No Better” featuring Travis Scott, Camila Cabello and Quavo.
Viewers can now click between the dream and reality storylines of the original video. The new version is one of the first of its kind and delivers a “lean forward experience,” according to executive producer Lihu Roter. He comments,
“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. 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.”
“Know No Better” is the title track from their EP surprised-released last month on the two year anniversary of the trio’s Peace Is The Mission LP. Their new EP embodies the trio’s slogan, to “make the world smaller by making the party bigger,” by drawing from their travels to Pakistan, Cuba, South America, Africa and more, while paying homage to their Caribbean roots.
This week, Major Lazer’s video for their 2016 hit “Cold Water” featuring MØ and Justin Bieber was nominated for an MTV VMA for Best Dance Video. The trio has recently performed worldwide at festivals including Glastonbury, Bonnaroo, EDC Las Vegas, Middlelands, Ultra Miami and more.