FAN TO FABRICATION
On August 1st of 1981 MTV was launched. Flash forward 2,5 decades later, and YouTube was starting to gain traction as the go-to video source. Both platforms have shaped the way we consume (pop)culture. MTV by making youth culture more visual, dynamic and global, as artists from all over the world could now experiment with visuals and videography alongside their music. YouTube by democratizing entertainment and raising an army of me-brand empires (influencers!).
Insert the new disruptors of the day, world renowned producer Mark Ronson & up and coming songstress King Princess. With their collaboration on the music video of “Pieces of Us”, they’ve made use of multiple new and innovative communication strategies. They shot the entire video on a smartphone, used Instagram filters as their only post-production elements and made the entire experience interactive.
These three components combined create the first truly interactive music video, designed for Instagram. Mark Ronson was adamant to post the music video on his Instagram Stories, so that he could let fans interact with the music video. This was realized through posting the original music video to Mark’s Instagram story, where fans could interact through polls, other AR filters, stickers, filming themselves and so on.
The result? A community driven, co-created music video, made by Mark and King Princess, customized and authentically altered by individual fans. This initiative is what we call “from consumer to prosumer”, the producer offers the opportunity for fans to become both the consumer ánd the producer. By offering the consumer this opportunity, they were able to create a hyper personalized user experience for themselves. Mash-up Culture indeed!
Could this be the future of (music) videos? It just might, as the creative forefront is slowly moving away from linear and even “just” on-demand. It’s why video services like Netflix, Instagram and YouTube are adding an increasing amount of interactive elements to their service. Are we moving towards a future where consumers want to be the sole architect of the entertainment they consume, or is there a limit to this seemingly endless need for personalization?
Let us know what you think!