Thanks to digital, music videos have been undergoing a creative renaissance, evident most recently in this fun experience for hip-hop duo Rae Sremmurd, created out of Goodby, Silverstein & Partners and sponsored by Doritos.
For the single "Over Here," it's billed as the "music video you build" and relies on multiple viewers' screens. Viewers must access the video on overhere.tv, where they can link their phones together. The more that join in, the video will get bigger and more fun. For example, additional viewers can lead to the unlocking of secret videos featuring real-time commentary or even an 8-bit version of the clip. As the agency puts it, it's the "first music video that gets better with friends."
Here's how it works: on their mobile phones, viewers need to head over to overhere.tv, where they can link their phones.
To create the experience, GS&P worked with music producer Mike Will, Director James Larese of Triggr & Bloom and digital production company MediaMonks.
"We wanted to create a music experience that brought people together, like a concert," said Todd Porter, GS&P exec-producer experiential production and music supervisor in a statement. "From there, the idea of the multiscreen music video was born."
"Creating the first-ever multi-device, interactive video was a great challenge," added Fredrik Frizell, managing director at MediaMonks Los Angeles. "Just think of syncing a video across an infinite number of screens, with a myriad of extra treats and Easter Eggs for fans to explore, and the result is something out of this world."