This incredible collaborative music video for the song ‘Egyptian Cotton’ is a joint effort between Clams Casino, Vic Mensa, HP, the 180 LA agency and YouTube commenters who were watching the video in real-time.
Every day, thousands of comments from devoted fans go completely unnoticed on YouTube. But this music video relied on the interaction of fans from start to finish.
A host on HP’s YouTube channel began with an interaction like: "we want to create a music bed. What kind of music bed should it be?" As a result, ‘Egyptian Cotton’ was created. Clams Casino and Vic Mensa would start putting together lines or interacting with specific instruments based on the requests from commenters.
During the event, YouTube went down for 20 minutes, which may have a direct result of 4,000 commenters trying to interact at once. However, the guys were unfazed and until they were able to broadcast again, they painted comments onto the white walls of the studio.
Collaborative Artist-Viewer Videos
This Collaborative Music Video Involved YouTube Commenters
Trend Themes
1. Collaborative Music Videos - Opportunity for artists to engage with fans in real-time and create unique music videos collaboratively.
2. Interactive Youtube Comments - Potential for brands and creators to leverage YouTube comments as a source of inspiration and feedback for content creation.
3. Real-time Fan Engagement - Advantage for artists and brands to involve their fans directly in the creative process, fostering deeper connections and loyalty.
Industry Implications
1. Music Industry - Disruptive innovation opportunity: Transforming the traditional music video production model by embracing collaborative fan engagement.
2. Digital Marketing - Disruptive innovation opportunity: Exploring new ways to use YouTube comments as a valuable resource for generating content ideas and interactions.
3. Technology and Broadcasting - Disruptive innovation opportunity: Developing platforms and tools that facilitate real-time fan interactions during live broadcasts and events.