The video premiered on the official website for the song lostintheecho.com on August 29, 2012. The song, Lost in the Echo, was written by the band and was produced by band’s co-lead vocalist Mike Shinoda and Rick Rubin, the co-president of Columbia Records. Initially, the band was planning to release the song on July 23, as a single. However, plans changed and the song was released on June 20, 2012 as the first song of their “Living Things” album.
Lost in the Echo interactive video uses a similar technology to the technology that has been used in the famous “Take This Lollipop” video. The Flash-based application (or the music video) can fetch your Facebook pictures, and place them into the storyline of the video, which as a result produces a personalized tale for each viewer.
Although the band has also released a static video for the song, according to Linkin Park’s rapper and multi-instrument musician, Mike Shinoda, this marks a turning point of the music video production industry. In one of the interviews, he stated that the whole idea of doing a static 3:30 movie or performance to sit underneath a song is starting to feel kind of boring.
However, when Shinoda himself connected his Facebook account to the video, it turned into an unexpected funny story. Since he didn’t have any personal pictures on his account, the video pulled out some of his “silly” pictures and integrated them with the video, transforming the powerful interactive video to a funny video clip. He said that there was this one moment of the video where they saw a character in the video breaking down in tears while looking at a picture of a ham sandwich.
The video was co-directed by Jason Nickel and Jason Zada, and was influenced by the Facebook app “Take This Lollipop”, which proclaims to be the fastest-growing Facebook app ever, with nearly 10 million Likes.
“The video is based on Flash, because it was the best way to make this idea work. It is Facebook connected, but don't worry: it will not steal or share anything you don't want it to.” – Mike Shinoda stated in one of his blog posts.
Click Here to Get Lost in the Echo!
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