News__ Shop “I Think She Ready” Video

April 04, 2012 | By

Iggy Azalea, Diplo and FKi are ready to sell you all their style secrets

Diplo, Iggy Azalea, and FKi have paired up to bring you "the world's first interactive shoppable music video." The market-ready video for "I Think She Ready," premiered on Ssense, an eCommerce site that styled the entire video and added clickable shopping links to let you add the artists' wardrobes to your shopping basket. Floating "S" boxes litter the screen acting as click through icons that take you to product pages where all of the items featured in a specific look can be purchased. Clicking on one of Iggy's looks brings you to a online shop selling the Givenchy, Preen, Alexander Wang and Margiela pieces she's sporting while she spits.

It's an interesting development in the commodification of hip-hop. Because of the intimate relationship between hip hop culture and the products and labels that adorn our favorite performers, it sort of makes sense that the first shoppable video is a hip hop one. But the wireWAX-created eCommerce technology can feasibly be used for any video content in any genre. It seems unlikely that the audience for this particular video is going to be purchasing $600 Givenchy cropped sweaters, but the potential for Odd Future to sell snapbacks is out of control. Interesting concept or has consumerism in art gone too far? Also, if this does continue, can someone please get an art director to make those floating "s" icons a little less distracting? We're trying to watch Iggy whip her heavy weave around.

Watch FKi, Diplo, and Iggy Azalea in "I Think She Ready" below. Apparently Iggy's ready, but are you?

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