While the likes of YouTube and Vevo have largely replaced the music TV channels of yesteryear, artists continue to put their name against wacky and twisted narratives of their latest music.
And as a result of this endless creative jostling, it can be hard for them to separate themselves from the pack. With the power of virtual reality, though, people who aren't even necessarily interested in the genre can appreciate the novelty, layering and Easter eggs involved in filming for the platform.
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With that in mind, strap on your VR headset, kick back in a swivelling chair and prepare your head for some serious tilting — here are the best VR music videos we could dig up.
Gorillaz: Saturnz Barz
Other than Daft Punk, there is no other artist better suited to experimenting with VR music videos than Gorillaz. Dropped alongside the announcement of their new album, Humanz, the video starts innocently enough.
You're on a train with the band, and then you're in a haunted house, and then you're booted out to the universe and there are planets and a singing pizza and golf on the moon and space monsters. Yup, you heard.
The Los Angeles Philharmonic
Watching a live orchestra can be an electric experience. The conductor is waving their hands about, the musicians are adjusting on the fly and it all comes together to form one beautiful whole.
But what if you were right in the middle of it? BuzzFeed partnered up with the famous LA Philharmonic and celebrated conductor Gustavo Dudamel to do just that. Now you can watch nearly perfect synchronization in 360 degrees.
Muse is known to put on a pretty spectacular concert, taking advantage of the latest technological trends - so it's no surprise they're doing the same thing with VR.
Set in a world where government drones fill the sky, Revolt puts you in the middle of an uprising from the perspective of, well, a drone. If you can handle some on-the-nose themes, there's plenty to see.
One Republic: Kids
Ah, two kids living across the way from each other, their rooms constantly putting them in cute and awkward situations. They steal glances, they find incredibly inconvenient ways to communicate, and they fall in love.
You've seen that before, but you haven't seen in in VR in a single take. That's what One Republic and Nokia attempted for this music video. They put a 360-degree camera on a wire and moved it back and forth between two rooms, with a small concert being performed by One Republic coincidentally happening in the alley below.
Sam Tsui & Megan Nicole: La La Land Medley
Part of the fun of big Hollywood musicals is people bursting to life with song, dancing around in big, beautiful sets with good music. Sam Tsui and Megan Nicole decided to do that, but with the soundtrack of La La Land on the streets of LA.
There are some good nods to the movie, but the big draw here is bringing musical-style song and dance to VR.
Avicii: Waiting For Love
Back in the heady days of 2015 when VR was still a relatively fresh concept to the masses, Swedish musician Aviici managed to blow everyone's minds with this door-centric dancing extravaganza.
Sure, it may feel suspiciously like a Monsters Inc. spin-off with all those portal doors, but you begin to appreciate the finer points once you move past the fact Mike Wazowski and Sulley aren't on hand to break-dance their way through the song — such as Avicii himself walking in at 1:17.
The Weeknd: The Hills
Despite this entry also being posted in 2015, it seems to have inexplicably worked in some foreshadowing to the destruction that followed the year after.
While there's thankfully no fallen celebrities or Brexit discussion in this video, we do see a fairly high-production meteor shower levelling the car park of this apartment block. If you're able to take your head away from The Weeknd's hairstyle and lifeless expression for just a few seconds, you may pick up on the flame birds formed from the car fire and the various dancing silhouettes in the windows.
You might see the world of VR music videos as a young persons game, but Bjork does her best to dispel any potential barriers in this windy adventure.
The clip manages to emphasise some good angle use to make sure you're surrounded by the artist as it unfolds, and we're confident there's some imagery involved in the use of a lemon yellow dress against the damp lighthouse background.
Roomie: This Summer
Hey, who needs an alternate universe and big production when you can just take to the sights of London and dub over your cover?
That's exactly what Roomie has done with this video, in which we see air drums being played on the Thames' cable car, a street takeover at Leicester Square and a rickshaw situation featuring a disco ball. These classic shots, combined with the floating lyrics and solid syncing, make this one of the more interesting VR music videos on the web.
Foals: Mountain At My Gates
In this black-and-white piece, Foals decided to go M. C. Escher on us and provide the hit to the backdrop of rolling staircases, superimposed mountains and a pair of ominous security guards.
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Things get a tad wild when an Alsatian bombards the set and starts barking at the camera from around 2:00, but if you get scared you can always look up to the murmuration of starlings or try to figure out which band member is the real one.
Squarepusher: Stor Eiglass
Just when you thought you'd seen it all, Squarepusher comes at you with potentially the most accurate musical depiction of a fever dream since MIKA was relevant in the late naughties.
We're not sure what the creative angle is behind this video, but if you want to feel like someone who's consumed eight cans of expired Fanta at Woodstock, this is likely the most immersive VR option available.
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