Music video budgets aren't what they were, it's fair to say. So the launch of a new video technology that requires a 25-camera matrix to work might seem rather out of time. Even so, Scottish firm Popmorphic's new technology does sound pretty intriguing.The idea is that videos are shot using all those cameras, and then people watching the videos can use equaliser-style sliders to control the video while it plays.”The secret is in the way our system intelligently edits the material differently each and every time you watch,” says chairman Das Abram.”Morphic Media is going to dramatically change expectations around the way we film and view music videos. With it will come a whole host of new applications as well as un-passable business opportunities.”We like the idea, although as far as we can see, there's no way to embed these Morphic Media videos on other sites – something that you'd think would be a standard feature to help bands spread them. Perhaps that'll come later.
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