Online clothing retailer Ssense has debuted what appears to be the first music video you can make purchases in, featuring Australian rapper Iggy Azalea alongside hip-hop duo FKi and producer Diplo. The music video is pretty standard for the genre but what’s different is the “S” icons that repeatedly appear throughout. Clicking on the icons will pause the video and pull up a page showcasing all of the products, mostly merchandise from high-end designers, worn in the shot. It’s only a few clicks to add those items to your shopping bag. Online retailers have been producing shoppable editorial content for some time now: Net-a-Porter and Mr Porter both release weekly online magazines that links spreads to product pages. What will be the implications for the entertainment industry? And it’s not just clothing that could be made available for purchase: there’s a huge opportunity to push autos, beverages, etc.