Backed by Google’s latest Maps technology, Canadian rock band Arcade Fire is performing in your childhood neighbourhood – literally.

‘The Wilderness Downtown’ project, a collaboration between Google, Arcade Fire and music video director Chris Milk, uses Google Maps to enable viewers to move through the streets they grew up in while watching the band’s latest video, ‘We Used To Wait.’

After online users type in their home address to the project website, they start viewing the music video. Then, around 90 seconds into its online play, a built-in program loads and plays a separate video with aerial and street Google Maps views of the surrounding neighbourhood. The project also not-so-subtly promotes the Google Chrome browser with a prompt at the beginning stating that the video was designed for Chrome but you could ‘try anyway’ on another browser.

The personalized film project aimed at Arcade Fire fans comes as the Canadian band tours to promote its latest album, The Suburbs.

From Playback Daily