Freedom, What For? - Exploration of QR codes as a way of incorporating interactivity in a music video

BACKGROUND: This sound and audio production research aims to explore a way of incorporating interactivity in music videos through inclusion of QR codes to respond to the marketing challenge of providing more connection to the music makers whose works are portrayed. The execution of Freedom, what for? required extensive liaison with multimedia professionals. I was composer, actor, video EP and editor and marketing coordinator. CONTRIBUTION: The research contributes to the debate on communication strategies and music promotion by introducing the relatively under- utilised tool of QR codes to an art form. Based on my experience in the music industry and international promotion, this project provides a juncture where the video ultimately acts as a promotional vehicle. The video's incorporated QR codes allow for interaction with fans and more advanced marketing of the brand (artists). The investigation into this aspect of interactivity is also important as an element in a broader discussion regarding communication and technology and for artists to reach out through not only TV but also the internet, press and other outlets. Additionally the implications of this research can be used more widely. SIGNIFICANCE: Following several screenings on ABC TV and later online access via YouTube and music blogs, the response of the audience and interaction with the codes was monitored via web statistics. Fans reported (via YouTube comments and private messages) that they attempted interacting with the video when it screened on TV. As a result of this technique there was a doubling of fan interaction with the artist's website to which the QR was directed. This is potentially a significant finding which may encourage other music marketers to explore this option. QR codes have appeared in other music videos more frequently since this work was released. It was reviewed on Polish music blog Nightscope and featured on several other international music blogs, helping it go viral.