Music Video: Animal Collective, "Bluish"
When an artist releases a music video online these days, it's generally tooled for optimal viral exposure: reblogs, embeds, impressions, et cetera. Animal Collective have taken a somewhat different approach for the distribution of the video for their latest single.
The gorgeously trippy video for "Bluish," a hazy jam from their acclaimed Merriweather Post Pavillion album, has been released solely through the band's own website. The video is hosted by Vimeo as a private video, which means you can't embed it or even view it on the video sharing site itself. The only way to see "Bluish" is on a single-serving page that plays a large embed against a minimalist black background.
Usually we like to focus here on the sort of things that other bloggers are passing around. This, on the other hand, is a perfect example of the other side of Internet distribution: maintaining control of your content and distributing on your own terms. And isn't that ultimately what self-publishing is all about? Watch the video at the band's own site and let us know what you think in the comments.