We’ve got stories on interactive music videos (and the startups making them) running back more than a decade in the Music Ally archives. One of those stories, in 2014, was about a startup called Adventr founded by music producer Devo Harris. Credit to Harris for plugging away at the idea: seven years later the company has raised a $5m seed funding round for its technology, which includes drag’n’drop editing software for creating interactive videos.

The roots of the company are in music, and its website includes a sample video made with John Legend, who was an early backer of the company. According to TechCrunch, Adventr now has 8,000 people using its tools in beta, creating videos and getting analytics on how people are watching and playing with them.

Harris also said that Adventr is working on features to enable these videos to be shared on the big social media platforms: something that could make it more attractive for artists and labels.

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