Usher's 'Chains' Video Stops Playing When the Viewer Looks Away

By: Cadhla Gray - Oct 22, 2015
References: chains.tidal & psfk
Nas and Usher's latest collaboration resulted in the incredibly innovative 'Chains' video that uses facial-recognition to play when viewers stare into the eyes of victims of racial injustice.

A viewer must simply enable the camera on their computer, positioning themselves so that the technology can read and track the movement of their eyeballs. When users look away or switch to another screen, the song will stop, providing an interactive experience -- a first for music video design. During the song, multiple victims like Sean Bell come on the screen, while the video flashes, "While racial injustice keeps killing, society keeps looking away."

Released on the music streaming subscription site TIDAL, this video provides users with an exclusive experience. A political, social and entertainment feat, the 'Chains' video paves the way for the interactive potential of new media.