Sour’s Creative Music Video – Hibi No Neiro

This music video was shot for Sour’s ‘Hibi no Neiro’ (Tone of everyday) from their first mini album ‘Water Flavor EP’. The cast were selected from the actual Sour fan base, from many countries around the world. Each person and scene was filmed purely via webcam.

Read the interview with the creators of this interesting music video by Jeff Beer @ Creativity Online.

Things I like about this creative idea.

1) Involving the band’s fans
This act alone goes to show how much the band value their fans. Searching my limited knowledge vault on music videos in my brain resulted in a zero hit for MVs with fans in them. Kudos to Sour for this effort. I am sure the fans in their MV will remember Sour for the rest of their lifes. Talk about customer loyalty.

2) Recruitment of Fans through a Social Network
From the Inteview,
The people in the video are fans of the band. What was the recruitment process like?
Kirkland: It kicked off just by posting a little call on the band’s website.

Kawamura: That and a Japanese social network called Mixi, which is like Facebook there. That and just generally getting word out through the band.

More reasons for companies to at least jump on the social network wagon.

3) Working around budget constraints and keeping things in context of the song.
My first reaction to the song was that “A pity that the song isn’t catchy enough!” (See my Twitter update 45). But after reading the interview and the English translation of the song, I guess the meaning behind the song more than makes up for it. Still, a song that is as catchy as Wondergirl’s Nobody could have propelled Sour’s reputation to new heights.

Also, the budget constraint issue serves to show that with new technology, all we really need is a tinkering of the braincells. There’s no need for big budgets to film creative TVCs (in the case of companies and brands). Entrepreneurial creativity at its best!

 

Advertisement