Universal Music has made an interactive YouTube video tracking the career of ABBA, which the major has called “a YouTube first” on Twitter, and who are we to dispute that claim? It’s certainly the first Universal Music made interactive video featuring music from ABBA I’ve ever seen.
If watched in its entirety, the video features tracks, videos and artwork from across the Swedish pop outfit’s career from 1974-1982 (in chronological order, sort of). The interactive bit is that you can skip from one year to another by pressing an inbuilt arrow in the player, and at anytime click on a bit of artwork to open up a relevant stand-alone ABBA video in VEVO, the original video politely pausing while you do so.
It’s a seamless experience only slightly (aka totally) ruined by the 30 second KFC advert that plays every time you try to access one of the standalone videos. They could have at least commissioned Benny and Bjorn to write a new song about their nacho burgers.
Check out the video here: