Rockers Linkin Park have broken new boundaries by debuting their new music promo on Tuesday (25Mar14) via an unlikely outlet - Xbox video game Project Spark.
The Numb hitmakers joined forces with the game's programmers at Team Dakota to create the first fully-interactive music video within a computer game for Guilty All the Same, after keyboardist Joe Hahn came up with the idea while attending last year's (13) E3 games conference in Los Angeles.
The new technology allows users to customise the video themselves, which revolves around a main character who is dogged by guilt as they make their way through the game, while fans can also create their own remixes of the single using tools provided onscreen.
Praising the fast turnaround of the video idea, Hahn says, "You could instantly create an idea, make a game or whatever is on the top of your mind way closer to the speed of thought than anything I had ever seen."
Linkin Park have been embracing the technology world for some time - they previously used social networking site Facebook.com to premiere 2012 track Lost In The Echo.