Back in 2009 they shot to online fame by releasing a music video consisting of well-choreographed webcam footage from their fans. This time around they’ve been even more ambitious and, despite being a relatively unknown act, produced arguably the best example of an interactive music video yet - “Mirror”. By connecting to both your Facebook and Twitter accounts, as well as your webcam, the video comes to fruition in a bizarre display of cutting-edge browser capabilities, with the visual content becoming almost entirely personalised. It’s no surprise then that the site has gone hugely viral around the world.

SOUR have clearly outdone themselves. It’ll be very interesting to see what they can produce next. Either way, this video will no doubt inspire an array of similar music videos throughout 2011.

Ed Bentinck for The Cool Commentator.