TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

The Vaccines Release Crowdsourced, Instagram Music Video

In July, we got word that UK indie rockers The Vaccines, record label Sony Music and agency Anomaly London were banding together to release the first Instagram crowdsourced music video for the new single, “Wetsuit.” Over 3000 images from 30 countries and one “epic summer” later, we have the finished product (above) in all of its super-hip, vintage-hued, square-shaped glory. We now have iPhone-produced photographic evidence that the summer of 2011 was almost exactly like the summer of 1971, right?

Okay, so maybe the idea of creating a music video using a social photo-sharing tool like Instagram sounded much better on paper than it looks in execution, but what were we expecting? Maybe it’s because the actual song for this video is kind of dull, but it feels a bit underwhelming, doesn’t it?

But, creating a visually groundbreaking music video wasn’t really the goal, as the Vaccines’ frontman Justin Young says in the announce, “This felt like the ultimate interaction. Instagram was suggested to give photos taken on people’s phone a nice warm feel. It’s great to be able to make the fans part of our art.” A look at the band’s Facebook page shows that fans’ reactions the video are overwhelmingly positive. After all, this wasn’t created for advertising bloggers; it was created for the Vaccines’ devoted fan base, who include seeing the band play live as a highlight of their summer. From this perspective, the social media experiment was wildly successful in the eyes of the intended target audience.

Mediabistro Course

Social Media 101

Social Media 101Get hands-on social media training in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will help you determine the social media sites that matter most to you, based on your personal and professional goals. Register before July 31 and get $50 OFF with early bird pricing. Register now!