Rdio Introduces the 15-Second Music Video

New York-based production studio Blacklist has partnered with Rdio, Skype’s new music streaming service in a year-long campaign called New Music Weekly. Each Tuesday, the site will release a specially commissioned 15-second clip that brings together new music and original animation from emerging visual artists, designers and animators. At its best, particularly with the traditional work, the combination is refreshingly compelling, albiet annoyingly brief.

The first installment of the project, Gauntlet Hair’s track Human Nature visualized by UK design studio, ilovedust debuted at Chicago’s Pitchfork Music Festival. This was followed by pieces for Gogol Bordello (Lost Innocent World) and Michael Franti (I Don’t Wanna Go), designed by Blacklist directors, Holbrooks and Tendril, respectively.

While Rdio is responsible for the music selections, Blacklist is allowed input to ensure “a great audio visual sync,” says Adina Sales, Blacklist’s managing director, in an article on Creative Review. “The process has been very free and exciting, [and has allowed] directors and animators the chance to work largely unencumbered. They produce work that is indicative not only of their style but of their unique point of view.”

Other participating artists include the Paris-based design house Wizz and an upcoming contribution by Swedish production collective Upper First. The spots will appear on Rdio’s YouTube channel, digital banners and at music festivals.