Island Records artist Tinchy Stryder is getting interactive with his latest video using ”Clickthrough” technology. What’s that? Well, it lets people watching the video online hover their mouse over individual elements in the video for more information, while also clicking through to buy merchandise that’s featured in the video.It’s like product placement 2.0, points out Music Week. “Consumers are moving away from traditional media – TV, radio and press – and this new Clickthrough technology allows us to provide an attractive, fully integrated promotional and retail experience online, delivering fans what they want while opening up incremental revenue streams for us,” says Island commercial director David Hawkes.Presumably this requires the label taking a cut of the resulting merch sales.

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