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Grammer interactive video

HEAD’S UP: Plenty of buzzing on S-Curve Records artist Andy Grammer’s revolutionary interactive video for his song, “Keep Your Head Up,” whidh debuted Monday on Vevo. The groundbreaking clip, a result of a partnership between Steve Greenberg’s label and the Israeli technology startup Interlude, allows fans to watch the video and choose their own storyline by making selections in real time when prompted to create the next scene. The most popular video, chosen by fans, will premiere on Vevo sites Nov. 15. The Office’s Rainn Wilson makes a cameo in the clip, which allows such choices as whether you want the singer “dumped by bikers” or “bump into movers.” Grammer’s debut EP is set for release in early 2011. Says Techcrunch: “It’s part videogame, part choose-your-own adventure story and it’s what you might call ‘engaging as hell’.” (10/26a)

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