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Tribeca Interactive, Lincoln & Interlude host 'A Music Film Challenge' bash

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On April 17, Tribeca Interactive, Lincoln Motor Company, Interlude and Genero.TV came together at the Highline Ballroom to debut a new way of watching music videos. Viewers now have an option to choose the course of a video with options provided on the screen. The video will play as directed, adding an interactive factor that has not existed before.

The audience was shown a live demonstration as they pulled out their phones to vote on what should happen next in the music video. The area was dimly lit with a disco ball that illuminated parts of the room with intricate patterns of light. Refreshments in the form of drinks and snacks prepped guests for Damon Albarn's performance.

Guests went wild when he kicked off the concert with "Lonely Press Play" from his newest solo album, "Everyday Robots," followed by "Everyday Robots". He then threw it back to 1998 when he created a virtual band called Gorillaz with the tune "Tommorow Comes Today." Albarn then sang his newest song "Heavy Seas of Love" featuring Brian Eno and the Leytonstone City Mission Choir, which will be released on April 19 in digital formats. Albarn's newest album will hit stores April 28.

This event was done in conjunction with the Tribeca Film Festival. Filmmakers from around the world were invited to use Genero.TV to create interactive music videos for songs from artists Aloe Blacc, Ellie Goulding, and Damon Albarn. Israeli musician Yoni Bloch was also in attendance. When we excited, the new Lincoln 2015 MKC (coming this summer to dealers) was parked out front. Guests were gifted with headphones.

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