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"A new interactive music video from British pop singer Elsie lets viewers try to become famous through a series of hand-picked, celebrity-obsessed behaviors. The quirky video employs YouTube's annotations feature to build a choose-your-own-adventure story for her single \"London Town.\" \nOne of the options is to launch a blog. That clip shows Elsie in the background mocking entertainment bloggers, while subtitles and signs in the foreground describe the outcome of her furious typing. The format appears to poke fun at the writing-on-photos blogging style popularized by Perez Hilton.\n\"Culturally, our obsession with celebrity in general has become beyond a joke,\" Elsie told Mashable, saying people and TV shows celebrate mediocrity too often. \"At the same time, there are thousands of bloggers out there who will criticize really talented artists not on their music or acting abilities, but their looks or wardrobe.\" \n\nSEE ALSO: \u2018Call Me Maybe\u2019 Mashup of 75 Videos Will Haunt You | Whitney Houston's Final Song \nElsie's approach for \"London Town\" is not new. She's previously used the style in her video for \"Time to Go,\" which let fans decide how to handle a \"sex pest.\" Smash a bottle on his head? Pour beer all over him? Take your pick. And last year, a more elaborate take on this interactive style surfaced courtesy of Andy Grammer. \n\"I think generic pop videos are a thing of the past,\" Elsie says. \"You have to be more creative now. ... Giving people a way to interact with a video means even if they hate your song, they get some small bit of entertainment out of what you've done.\n\"Entertainment is supposed to be good fun and positive. My goal with all my videos \u2014 and all my other social media interactions \u2014 is to promote creativity, imagination, emotion and humor.\"\nOther recent, creative music videos include Katy Perry's Facebook Timeline-infused lyric video for \u201CWide Awake,\u201D Jasmine Villegas's HTML5-infused interactive remix video and a multi-camera experiment from rockers the Red Hot Chili Peppers.\nArcade Fire's \"Sprawl II,\" allowed viewers to direct the content with a webcam or mouse."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/05/29/elsie-london-town-music-video/>