While searching for the latest music video from UK-based trip-hop vets Massive Attack, I came upon a more interactive experience than you’d typically expect. While most artists share content on outlets like YouTube and Vimeo, the “Splitting the Atom” video is based on a dedicated Tweatre (we didn’t make this up)—a Twitter-enabled, content-rich microsite that encourages viewers to share their reactions through tweets.
The site itself is for Heligoland and is accessible only by first providing your Twitter credentials. Then it tweets out the activity:

“Just started watching the new Massive Attack films from ‘Heligoland’, http://bit.ly/9gtAl9″

Reactions to the video appear next to it and each includes text boxes encouraging additional tweets—at little effort. But besides the official video, directed by Edouard Salier, there are six supplemental installments—including an alternate clip of the single—to introduce fans to the new release. (Watch the video here.)

This concept certainly enlivens the traditional music video. The rich experience drums up deeper discussion on the single, the album, and the group itself. And not only is Massive Attack’s Tweatre music to our ears, it’s gotta be music to theirs.