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Press Release |  25 Aug 2010 12:48 |  By RnMTeam

Grammy-Award Winning Producer Devo Springsteen Releases Ground-Breaking "Choose-Your-Own-Adventure" Interactive Music Video

MUMBAI: Devo Springsteen (Nas, Britney Spears), the Grammy Award winning producer/songwriter who launched the career of multi-platinum selling artist John Legend and also won a Grammy for Best Rap Song in 2006 for his production of "Diamonds (from Sierra Leone)" with Kanye West, has launched a multi-media company titled Liquor & AMMO.

Liquor & AMMO's first signed artist Brooklyn, NY-based rock/hip-hop duo Riot !n Paris - are already garnering heavy buzz for their first single, "Attack of the 5 ft. Hipster" and its format-changing interactive music video. The clip, directed by SKINNY, allows online viewers to decide the fate of it characters in real time through a series of button-activated choices. The single is the first from the group's EP 'Weekend at Kenny's," which features John Legend and Tabi Bonney and debuted on Kanye West's blog.

According to Springsteen: "This video redefines the music video experience by allowing the viewer to participate. We really walk a fine line between music video and gaming." People can view the band's website as well –www.vivalariot.com – for another example of Liquor & AMMO's innovation. "My team and I made it siteless, so that all of the content is drawn in from other relevant public access sources and underground blogs. So as the web changes, our site changes," says Springsteen. Liquor & AMMO is the antithesis of the ad agency model allowing it to become an 'after-hours' creative outlet for some of the top creatives in New York including Aramique Krauthamer, the Creative Director behind "Attack of the 5 ft. Hipster" who has produced much of the recent digital work for Puma, Hennessy, Marc Jacobs and Calvin Klein and other international creative and technical collaborators. Liquor & AMMO is currently working on music projects for Deborah Cox and Tabi Bonney along with digital projects for the likes of The Clipse's Pusha T.

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