Thursday, January 17, 2013

Nokia - Open Song Project

Nokia is promoting the new Lumia 920 and the power of the phone's Pureview camera system.  As part of the campaign, Nokia's advertising agency Naked Communications recently launched The Open Song Project.  It is a collaboration between Nokia and Danish Rock Orchestra Spleen United that allows users to interact with the band's song 'Hibernation' to create a bespoke music video.  The hook is that each user can create their own individual version of the video from the sixteen different sequences that appear in the song.

All the videos have been shot with the new Lumia 920 without filters or edits.  Whether or not the link back to the phone is particularly strong, the interactive nature of the project is really exciting.  The band isn't launching the song as a standard music video, instead putting it out there for people to create their own versions.  Users can save and share the version of the video that they create, meaning that there is no 'official' music video, only fan creations from the component parts.  It's sort of like a easily accessible version of Kutiman or a less collaborative version of Jam With Chrome.

Check out the video below or head over to The Open Song Project site to create your own version (note: too bad it's done in flash or else it'd make a hell of a Chrome Experiment.)