But while her latest VR music video for the song ‘Notget’ is visually impressive (we expect nothing less from Björk), there’s just one problem: it’s not presented in VR.
Instead, the highly produced and clearly VR-friendly video was posted on YouTube on Monday in standard 2D format, and is (ironically) titled “Notget VR.” This appears to be a choreographed version of the VR experience that teases a future release of the full, user-controlled VR music video experience, which the singer has been showing fans at her Björk Digital tour, which kicked off last year.
Several tracks from Björk’s 2015 album Vulnicura, including “Notget,” “Stonemilker,” “Family,” and “Mouth Mantra,” are presented to tour visitors in VR via HTC Vive headsets. Those who can’t visit the tour dates, however, mostly have to settle for online teasers and 2D presentations like this latest video.
It’s been nearly two years since the release of the album. The delay in widely releasing the actual, interactive VR experiences for the songs (read: viewable in your own home via your own headset) may be testing some fans’ patience.
Oh, and there’s one other thing — the 2D presentation of “Notget VR” on YouTube is sorta sloppy. If you look closely, toward the end of the video, you’ll notice a tiny mouse cursor on the right side of the video and a Unity logo (the software used by many to create VR experiences) in the upper left corner.
In years past, based on Björk’s strictly curated video art pieces, I might have assumed that this apparent error was a deliberate part of the presentation. But in 2017, we’ve seen enough high-end VR presentations to recognize that this was simply a production mistake.
None of this takes away from the otherworldly magic of Björk — she’s still the best at what she does. But this all may be a sign that it’s time for the singer’s team to hit reset and realize that quality VR experiences are no longer so rarified that you can endlessly tease fans with non-interactive glimpses of the real thing, especially when they come with easy-to-avoid production errors like this one.
When all the actual VR experiences are made widely available for home VR viewing, this Björk lover will be happy to dive in, assuming we don’t have to wait until 2018.