menu

YouTube Commenters And Music Artists Collaborated In Real Time [video]

YouTube Commenters And Music Artists Collaborated In Real Time [video]
Advertising

A campaign with HP and an up-and-coming rap artist proves that YouTube comments can be constructive after all.

Rachel Pincus
  • 9 december 2013

On November 18th and 19th, YouTube users gathered around the creative efforts of two young musicians: producer Clams Casino (AKA Mike Volpe) and hip-hop artist Vic Mensa. Behind the scenes were HP (promoting a new hybrid tablet and laptop called the Split) and agency 180 LA. With the help of a host who appeared from noon to 5pm each day, they were writing a song with the help of a group usually known for its combativeness – YouTube commenters. Though thousands of young musicians upload work to YouTube every day for it to go unnoticed, the host asked questions like “We want to create a music bed. What kind of music bed should it be?” that kept commenters engaged with the work of the artist and producer. Eventually, a catchy song called “Egyptian Cotton” emerged after a commenter wrote that  “to the moon, now take us to ancient Egypt.” Volpe and Mensa came up with three more songs after that, an unexpected windfall considering that they were only expected to write one.

Advertisers are slowly figuring out how millenials communicate, and watching their learning process, as with this HP project, is just as interesting as the result will ever be. The influence of traditional one-way methods is so lost on millenials that 180’s chief creative officer, William Gelner, referred to it by the microscopic-sounding term “messaging”: “We knew that if we were going to make HP relevant to this crowd we needed to behave the way they behave, to do something to prove we weren’t just going to message them,” he told Fast Company. It’s a lesson that bodes well for content creators and advertisers alike.

Despite how technology has made it so much easier it is to create content like music now than at any other time in human history, it doesn’t mean that lone content creators – or inexperienced social ones – have the persistence to see work fully realized.  The bandwidth-intensive aspects of music and video production also mean that their social qualities often remain restricted to post-production. The visual spectacle of Clams Casino and Vic Mensa’s collaboration, with its renderings of comments and phrases on the walls, also helped make it a success – one that was almost too large for YouTube: the site went down for 20 minutes early on, and the project may have been at least partly responsible, with 4,000 simultaneous commenters at its peak. “I think we had too many people trying to watch this live event at the same time,” Gelner told Fast Company. “We just embraced those types of things. There were comments from people going, ‘OMG, did we break YouTube’? When we went live again, we painted those comments on the walls.” What you see below may be the future of creativity on the web.

HP Split // 180 LA

Source and Image: Fast Company

Advertising
Trending

Concept Artists And Scientists Form Partnership To Visualize The Future

Design
Automotive Today

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Op-Ed Today

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

Trending

Get PSFK's Related Report: Future of Automotive

See All
Work Today

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Related Expert

Dennis Crowley

Co-Founder of Foursquare

Retail Today

Snapchat Reveals A Striking Pair Of Video-Recording Sunglasses

Spectacles make memories from your perspective and transfer them to the app

Fashion Today

100 Backpacks Made For The World’s Top Influencers

Heineken and TUMI have collaborated on a unique custom NYC-inspired bag

Financial Services Today

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Yesterday

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Automotive Today

Uber Could Be Bringing Vertical Takeoff Transport To Your City

The ridesharing app is looking into the development of nimble aircraft for urban environments

Arts & Culture Yesterday

Small Urban Pavilions Create A Nature Refuge In East London

These relaxing micro shelters provide a haven amidst chaotic city environments

Travel Yesterday

Travel Laundry Pouch Washes Your Clothes Wherever You Are

The Scrubba Wash Bag helps anyone wash their clothes easily and quickly with just a little water and soap

Social Media Yesterday

Swipe Up To Register To Vote On Snapchat

The social platform has partnered with TurboVote to help young people easily enroll in less than one minute

Children Yesterday

Battle Card Game Promotes Childhood Vaccinations

An Australian doctor has developed a playful way to inform parents about immunization and entertain kids

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Fitness / Sport Yesterday

Oakley And Intel’s Sunglasses Give You A Built-In Personal Trainer Wherever You Go

The sunglasses/earbuds hybrid tracks your performance and lets you know how well your workouts are going

Experiential Marketing Yesterday

UNICEF’s ‘Time Machine’ Tells Stories With Data

An experiential installation at the UN General Assembly reminds us why every child matters

No search results found.