One of the companies we’ve been following in recent years is Israeli startup Interlude, founded by musician Yoni Bloch initially to create interactive videos for bands and brands. Lately, it’s been mutating into a platform to help anyone create choose-your-own-adventure style videos. Now it’s got competition from the US in the form of Adventr, a company founded by music producer Devo Harris. “Adventr is the simple platform for creating and sharing interactive, web-native video experiences,” explains its website. “Just drag & drop your clips to create seamless, personalised videos in which viewers can interact and choose their own paths as they watch. No coding, no downloads.” The resulting videos can be shared on various social networks, as well as creators’ own websites. “This isn’t about clicking, this is about controlling your content. Your experience is personalised and interactive,” Harris tells TechCrunch. There’s a music angle too: musician John Legend is an investor in the startup, and has used it to create an “interactive piano lesson” teaching fans how to play one of his songs.