| Title | ALMOSTFORGOT |
| Brand | J.VIEWS |
| Product/Service | INTERACTIVE MUSIC VIDEO |
| Category |
B06. Use of Music Technology and/or Innovation |
|
Entrant
|
HELLO MONDAY Aarhus C, DENMARK
|
|
Idea Creation
|
HELLO MONDAY Aarhus C, DENMARK
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Credits
| Anders S Jessen |
Hello Monday |
Partner |
| Jerome Bodin |
Hello Monday |
Art Director |
| Liv Elinor |
Hello Monday |
Designer |
| Lasse Moos |
Hello Monday |
Creative Developer |
| Torben Dalgaard Jensen |
Hello Monday |
Technical Lead |
| Jeppe Aaen |
Hello Monday |
Creative Director |
The Campaign
Grammy nominated music producer J.Views’s asked us to help create a music video for his new single #Almostforgot.
The song was written as a reaction to feeling lost in his song writing process - and not being & feeling present.
So when creating the music video for #Almostforgot, we wanted to make sure that listeners would give themselves to the music – fully. And give them feedback to what that individual user was feeling - to give them an individual experience of the song.
So we created a music video that is completely controlled by the viewer's own heart; the song's tempo as well as the visuals fluctuate in sync with its beats. Chilling in bed? You'll get a mellow beat, perfect for relaxing. Going on a run? You'll get something that keeps pace.
Creative Execution
If the viewer place their finger on the back camera of their device - we are able to detect slight variations / changes in skin color (each time your heart does a a beat - more blood is coming to your finger) which is detectable through code (a process known as Photoplethysmograph).
We created an algorithm that would detect the users heartrate - and based on the users current heartrate we are changing the songs tempo and the visuals of the storyline. Thereby creating a first of a kind music video that is completely controlled (and dependent) on the viewer's own heart. Chilling in bed? You'll get a mellow beat, perfect for relaxing. Just been on a run or done workout? You'll get something that keeps the pace. In short your heartrate acts as a metronome for the song and the experience.
With no media spend we were able get featured across the tech and music industry with features on Mashable, Engadget, Discovery Channel, Yahoo Tech and many others - and has helped create interest for both the single J.Views's upcoming album release "401 Days".
It is a music video thats only accessible via. your phone
J.Views is an experimental artist - both musically and technically. And has previously done a project called The DNA Project (jviewz.com) - where users are able to follow his creative process when making his new album.
He has also previously been known for playing the song Teardrop on vegetables (https://www.youtube.com/watch?v=xvmTav3SYsc).
J.Views average fan is between 20 and 35 years. And well versed in the technical world.
Therefore by creating a unique digital experience that goes together with the music - is an effective way to both reach his current fan-base - and also help expand it by re-introducing J.Views as an experimental musician.