THE VACCINES / WETSUIT
19 July 2011
The Vaccines produce world's first Instagram-sourced music video
- Brand
- Sony Music
- Media Type
- User Generated Content
- Product Category
- Leisure & Entertainment
- Music
- Country
- UK
- Source
- News
- Agency
- Anomaly / London
- Director
- Poppy de Villeneuve
- Tags
- Music Industry
- user-generated content
- Music Video
- The Vaccines
The Vaccines, one of the hottest bands of 2011, have reached out to harness their fans' creativity this week to create a music video to accompany their upcoming single Wetsuit. The new music video will comprise of fans' festival pictures composited into one animated photo-video, to become the world's first Instagram crowd-sourced video.
During the summer festival season, fans of the Vaccines were asked to submit their photos live using Instagram to www.vaccinesvideo.com/#, the leading photo-sharing application for iPhone. Fans were able to catalogue the pictures, edit them with a variety of filters and submit them by tagging them with the hash tag #vaccinesvideo for the chance to be included in the music video. Photos have already been uploaded to the website, built by rehabstudio, ranging from groups of friends, to stage shots, to obscure objects found lying around, really encompassing the variety of experiences fans can encounter at a festival.
Sony Music brought in London agency, Anomaly to work on the video alongside Poppy de Villeneuve from Partizan to direct. This idea represents the latest exhibit in a growing technological movement in music promotion. Last month we saw Kaiser Chiefs promote album The Future is Medieval with an innovative website and distribution model. We've also seen Bjork's release of Biophilia in an unorthodox iPad application format.
Paul Graham, founding partner of Anomaly London, explained: 'Bands and their fans have always had a special connection, and clever technology allows them to get ever closer. Using the best social sharing app around we've put the creativity in the hands of fans, letting them capture the unique feeling that only a festival gives in a way only they could do justice to. Thanks to The Vaccines and Instagram, this summer thousands of individual stories will play out across the world's muddy fields in a way never done before.'
The Vaccines' video will allow fans to tell the story of their tour of summer festivals, capturing the experience as only those dancing in the mud at the front of the stage can, while enhancing the band's reputation as a live act.
http://www.vaccinesvideo.com/#
During the summer festival season, fans of the Vaccines were asked to submit their photos live using Instagram to www.vaccinesvideo.com/#, the leading photo-sharing application for iPhone. Fans were able to catalogue the pictures, edit them with a variety of filters and submit them by tagging them with the hash tag #vaccinesvideo for the chance to be included in the music video. Photos have already been uploaded to the website, built by rehabstudio, ranging from groups of friends, to stage shots, to obscure objects found lying around, really encompassing the variety of experiences fans can encounter at a festival.
Sony Music brought in London agency, Anomaly to work on the video alongside Poppy de Villeneuve from Partizan to direct. This idea represents the latest exhibit in a growing technological movement in music promotion. Last month we saw Kaiser Chiefs promote album The Future is Medieval with an innovative website and distribution model. We've also seen Bjork's release of Biophilia in an unorthodox iPad application format.
Paul Graham, founding partner of Anomaly London, explained: 'Bands and their fans have always had a special connection, and clever technology allows them to get ever closer. Using the best social sharing app around we've put the creativity in the hands of fans, letting them capture the unique feeling that only a festival gives in a way only they could do justice to. Thanks to The Vaccines and Instagram, this summer thousands of individual stories will play out across the world's muddy fields in a way never done before.'
The Vaccines' video will allow fans to tell the story of their tour of summer festivals, capturing the experience as only those dancing in the mud at the front of the stage can, while enhancing the band's reputation as a live act.
http://www.vaccinesvideo.com/#
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