Yet more interactivity, this time from Mark Ronson. ‘Pieces Of Us’ is his new single with the monarchically monikered King Princess and the video is being squeezed through Instagram Stories.

Utilising the Spark AR platform, which Facebook has opened up to creators on Instagram, it has been hailed by AdWeek as “ the first-ever purpose-built music video for Instagram Stories”.

It is a significant undertaking as it involves collaboration between Columbia Records, Sony’s 4th Floor Creative division and Facebook’s own Creative Shop team.

In brief, two consecutive 24-hour cycles of Instagram were involved and it was all shot on mobile phones. While there were augmented reality effects added in by Spark, those involved claim there was no post-production involved.

It is not quite “Bandersnatch on Netflix” (i.e. taking the “choose your own adventure” trope into the interactive video space) but there is a considerable amount of audience involvement to make it all work. At key moments, the audience were able to engage via polls, lyric stickers and AR effects, with elements of fandriven UGC being incorporated into the video where they could use the special ‘Pieces Of Us’ filters (floating broken heart-shaped glitter ball halos, eyes, shattered glass) and tag Ronson to be in with a chance of having their creations incorporated into the final video.

Despite the ephemeral nature of Instagram Stories, the full video did not just disappear when the 48 hours were up. It has gone onto Ronson’s Instagram using the IGTV feature.

It’s one of the more interesting examples of using music in Instagram that we have seen since parent company Facebook started signing licensing deals for music in a social media context.

While it might be the first video built specifically for Instagram features, Fast Company pointed out that it was made in the shadow of Shield 5, a “movie” created in 15-second instalments on Instagram back in 2016.