Have you seen this new music video for “Keep Your Head Up” from LA-based musician Andy Grammer? It’s basically like the “Choose Your Own Adventure” books we read in elementary school: throughout the video, you’re given choices for the action and the video seamlessly sends Andy down your desired path. Which floor will the elevator stop at and what will he see when he gets off? What’s going to happen on the rooftop? You clicks create the story.

For an unknown artist, this sort of music video will surely grab some attention just from an innovation standpoint. According to this article, the video works so well thanks to an emerging technology that preloads all of the video options so the transitions are seamless. Could this be the next generation of music video — giving more creative power to the listener?

Try it out for yourself but be warned that you may be compelled to want to play the video again to try to create new stories. And then something tells me the song will get stuck in your head…and that’s surely part of the point.