Vevo might be flying the flag for traditional music videos on the online world, but there’s a lot of experimentation going on with bringing interactivity into the mix, whether through HTML5-based websites or native tablet and smartphone apps. One new example of each went live yesterday, providing a good snapshot of current innovation.

XL Recordings worked with digital agency B-Reel and Google on an interactive video for Bobby Womack’s ‘The Bravest Man In The Universe’. The HTML5 video is designed to run on tablets and smartphones, particularly Google’s Chrome browser – although it plays nice with Safari on iPhones and iPads too. “We’re excited about the possibilities of the mobile web, and we hope this inspires others, too,” says B-Reel’s Patrick Ehrlund.

Meanwhile, Passion Pit have a brand new native app for iPhone and iPad based on their Gossamer album. It’s the work of Scott Snibbe – famous for his work on Bjork’s Biophilia app last year – and offers interactive videos for two songs, as well as remix tools for fans to play with both tracks. It costs $1.99 on the App Store. We’ll be looking in more depth at this area in today’s Music Ally Report, so stay tuned.

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