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Molecular Brand 2

A brand model for the age of conversation / we are social

Noisettes Fan-Source Music Video Using Mobile Devices | MobileBehavior

The concert experience is evolving as users capture and share content using their mobile phones. The band Noisettes has taken this observation and put it to use by fan-sourcing the music video for their latest single, Saturday Night.

Equipped with Nokia mobile phones, fans were seeded across the dance floor to record and capture the band’s performance. With a room full of cameras, the resulting video presents many perspectives and give viewers an experience much like actually being present at the concert. The planners involved even considered how different Nokia phones would provide a variety of video styles.

Taking it to the next level, Nokia set up a website, ShotByFans, where users can view and rate the videos, and then even create their own mashups of the concert.

A band or artist’s fanbase is a powerful resource to be tapped into; discovering creative ways to let enthusiastic followers provide input can turn into crowdsourced content. Expect more participatory creation to come, as mobile phones empower individuals and help realize a more authentic group experience.

Michel Gondry

Jeff Luker

Tokyo Sky Drive