Devo, the New Wave rock band famous for the 1980 hit single Whip It, has always experimented with new technology in its music. In the 80s, Devo pioneered the music video as a creative medium, and last year the band live streamed its newest album on Ustream accompanied by a live feed of cats. Now Devo has teamed up with Social Animal and music video directors Kii Arens and Jason Trucco to create a 360 degree interactive music video, “What We Do.”

“What We Do” features a circular set divided into eleven tableaux of Devo-inspired characters performing separate activities, which viewers can explore during the song by controlling the camera. Social Animal, whose Like the 360 degree music video for the Black Eyed Peas from Immersive Media, which helped kicked off’s mobile app company, Social Animal integrated “360 Touch Video” elements into the video, allowing viewers to not only create their own experiences with the 360 degree video content, but to mouse over items in the video for an opportunity to purchase Devo merchandise.

“When shooting this video we took into account Devo’s phenomenal reputation and their history of innovation. With the help of the remarkable creatives on the project we were able to build an immersive Devo world for fans to explore,” said Tyler Malin, CEO of Social Animal.

Is this blatant product placement, or is Devo making a statement? Sound off in the comments.


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