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Each plastic PVC 'pixel bar' contains 4 RGB LEDs and a controller chip soldered to a PCB. The pixels are connected by a 4-conductor cable. You can easily cut the strand or attach more onto the end.
Each piece has +12VDC, ground, data and clock inputs. The pixels use 4 x 5050 RGB LEDs. Each dot is digitally controlled, with an internal 8-bit PWM LED driver (24-bit color for 16 million different shades). Each strand has two JST SM 3-pin connectors so you can connect multiple strands in a row, as many as you wish, just watch for how much current they want.