I personally found the video for Radiohead's House of Cards, directed by James Frost, a bit like their music; undoubtedly original, not easy to enjoy and lives with you for a long while afterwards.
Frost's idea was that everything around us in the world is data, so instead of filming with cameras, the promo was shot entirely by lasers and scanners.
Admittedly, when I saw first saw it on TV, it didn't do much for me.
But the song and the film resonated more when I watched the 'making of'.
Which begs the question; should the music video be able to stand on it's own (it does have 6 million hits on YouTube) or is the depth of the experience provided by the 'making of' a legitimate part of the whole communication?
Thom Yorke's band were one of the first to understand the emergence of the digital music business model. Fans were invited to download their 2007 album In Rainbows and pay as they saw fit for it, using free or discounted music as advertising for upcoming music tours.
They probably know what they're doing.
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