Chicane’s Viral – Come Back And Stay For Good
The music industry is getting a hang on online social leverages. In January, I wrote about the way C-Mon and Kypksi crowd sourced a videoclip (C-Mon & Kypski Crowdsource A Videoclip). This time I’d like to write about a great viral video from Chicane.
Last week I stumbled several times upon this remarkable video. In this video, the main figures claims he’s singing, dancing and traveling around the world in order to gain attention of the love of his live. Turns out, this call for love is actually a clever viral from Chicane.
Continue reading for more insights and statistics.
About the video
The video looks like it is user generated, with shaky shots, no CG, “mistakes” and wrong camera angles. However, the total image looks absolutely great and from proper quality.
The video description says:
It broke my heart when we split up.
So, I’ve made you this video to show how much I love you and I want you to come back & stay!!
However, if you continue reading in the description, there is a lot of info about the new album of Chicane. Looking a bit further, the user that uploaded the video (modenarecords) happens to be the record label of Chicane. And one hell of a job they did. Witin just a few days, the video received thousands of views. Now, almost two weeks later, the viewcounter states almost 300.000 views.
Looking at the audience insights map, you can conclude that the video has received attention globally.
But, do these kind of videos truly promote a record?
One question that popped my mind was if these kind of videos really promote the music that supports the video. In this case, it truly does. The music combines perfectly with the message behind the video and when looking at the comments people really notice the music and recognize the artist.
When looking at Unruly Media’s Viral Video Chart, you may notice high amount of music videos. Do record labels finally understand the power of the crowd when it comes to sharing content and do they finally let go of the thought that putting music online kills an artist or revenue for the record label? I sure do hope so.
Sources: Nick Burcher, PopTheCampaign.
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Sooner or later record labels will associate to viral videos, that’s just a matter of time. This however creates the possibility of having a viral video ‘hit’ without even being associated to any act. Just in the end (or after couple of days) the association being made. This is indeed a strong way of engage users to a different type of advertising.
You can learn more about how the stages of viral video are nothing more than a magic trick here: http://bit.ly/9dMO53
“But, do these kinds of videos truly promote a record?” I come to the same conclusion as you, they do. The music is part of what makes the video enjoyable, just as much as OK Go’s “This too shall pass” melody is inseparable from the images.
This kind of videoclip helps raise the awareness of the artist and of the specific song, but I doubt they help the awareness of the material album/cd. It is up to the artist to convert his newly gained awareness into something valuable (a link to itunes store, a link to eventbrite, etc)
I think the most interesting thing with this video is the fact that it is such a break from what Chicane have done before. They have previously always used arty / black&white type of imagery, this new approach ignores the art bit and tries to create something that is much better suited to the YouTube / internet audience.
[...] The video above is the latest viral sensation on the Internet. It’s a brilliant, touching and hilarious story of one man’s efforts to win back the girl who left him. It features “Come Back,” the latest single from British dance act Chicane. And while it look like a fan-made video, it’s clearly an official video aiming for viral success as we wrote earlier. [...]