Twenty One Pilots' 'never-ending' video constantly updates itself with fan clips
Jason Zada directs project for 'Level of Concern' track that's been a hit during the pandemic
Jun 24, 2020
Twenty One Pilots' track "Level of Concern" has been a big radio hit worldwide during the coronavirus pandemic, and now the group has started streaming a "never ending video" for the song to which fans can upload their own footage.
Jason Zada, the director whose previous work includes Emmy award winning interactive experience "Take This Lollipop" and 2016 feature film "The Forest," is behind the project, which pulls in new content from fans to the livestream on YouTube in real time.
Fans visit a websiteto upload meaningful moments from their lives during the pandemic, and it's added to the livestream every three minutes and forty seconds to create a new video. Clips can be anything between three and 30 seconds and fans are encouraged to "dance, animate, dress up, get creative, be weird and have fun." These are then pulled to be shown alongside footage from the original music video, directed by Real Beer Media.
The concept behind the campaign was to find a unique way to connect with fans during the pandemic. "Level of Concern" was written during the pandemic, with lyrics such as "Won't you be my little quarantine?" It's been streamed 150 million times around the globe and topped the Alternative Radio charts for six weeks.
The video was first promoted via a launch campaign on which Zada worked with the band and label, encouraging fans to participate in an immersive Alternate Reality Game. Viewers had to find and solve hidden codes in order to discover the site where they could upload their content.
"The project originated as a way for a music artist to connect with their fans during a time when they can't tour because of the global pandemic," Zada tells Ad Age. "The entire campaign was conceived as a way for Twenty One Pilots, in only a unique way that they can, continue a personal connection with their fans. By creating a never-ending music video, we allowed fans from across the world to integrate themselves, side-by-side, with the band in a way we've never seen before. It was two weeks of entertainment and fun for fans during a time when everyone is stuck at home."