It's certainly an interesting time to be a music fan. The rise of social media, along with that of user-generated content and smartphones have come together to not only enhance communication and journalism, but also creativity. The latest example of this comes from a new contest from the band Junip (a personal favorite of mine), which has taken to YouTube to find the vision for its next music video.
The band is looking for someone to shoot the video for its song "Without You," which can be heard below:
"We live in a world where music fans are the next journalist, musician and video director," the band says on its YouTube page. "If you have a phone--you have a camera. Junip wants your videos, your ideas, the inspiration you feel when you listen to 'Without You.'"
http://www.youtube.com/watch?v=zFLvUD24xOU - for more information and to submit your video. The winner will receive a Moogerfooger.We are having a Video making contest for "Without You". Visit Junip’s YouTube page -
The steps are as follows:
1. Record your own video to the Junip song "Without You"
2. Visit Junip's YouTube Channel
3. Log in and submit your response to the official Junip Without You Music Video Contest.
4. The winning video will be selected by Junip.
5.. PRIZING! Selected winner will not only be credited with creating the official video for Without You but MOOG has stepped in to give away an original MOOGERFOOGER MF-102 RING MODULATOR!!!! Be excited!
6. All videos must be submitted by Tuesday, July 5, 2011 to be considered for selection.
The band explains that prize a bit further: "The MF-102 Ring Modulator is a direct descendant of the original Moog modular synthesizers. It contains three complete modular functions: a ring modulator, a voltage-controlled carrier oscillator, and voltage-contolled dual-waveform LFO. It can be used to process any instrument-level to line-level signal. Housed in a rugged steel and hardwood enclosure, the Moogerfooger's timeless good looks, versatility, and exceptional sound quality is designed to be equally at home on stage or in the studio. Their expansive functionality combined with warm, analog sound come from their state-of-the-art all-analog circuitry, designed and built under Bob Moog's personal direction. Musical, flexible, playable, and durable Moogerfoogers are the secret weapons of top players and producers everywhere."
Whether you're a fan of Junip or not, the concept employed by this contest is something we can expect to see more and more of as musicians find more ways to utilize the Internet to engage with fans, and get encourage participation. Another brilliant part of this from the marketing perspective, is that while only one video will win the contest and go on to become the official video, most participants will no doubt be eager to share their own versions, which should only enhance the exposure of the song.
This is something any brand - music-related or not - can learn from.
By the way, if you have an opportunity to see Junip live, take it. They put in on a great show.