I didn't realize how slow my four-year-old MacBook was until the web team wanted to start using it as the benchmark for a slow computer experience.

My real motivation came from my desire for music videos to have the same equal soul-touching emotional resonance that straight music does.

For some reason, humans have this funny thing about where we came from - it always has far more emotional weight than where we are.

Music scores your life. You interact with it. It becomes the soundtrack to that one summer with that one girl.

What's always struck me is how different the sensory, especially auditory, experience is when you're in the middle of the music with the musicians playing off each other around you. I wanted to find a way to unlock the intensity of that, to recreate that unique perspective, first for the hundreds of people who attended the concert, and eventually for a much larger online audience.

What if instead of seeing a neighborhood that reminds you of the place you grew up in, you see your actual neighborhood? The data exists. The technology exists. It's just a matter of sourcing it and processing it in a compelling fashion.

Music videos are very concrete and rigid. They don't allow for emotional interaction.