The Academic, an indie rock band from Ireland, has created a first-of-its-kind video using Facebook Live and it is epic!
It’s common knowledge that Facebook Live videos tend to lag when streaming. Well, The Academic decided to use this to their advantage to create something truly unique. Check it out…
The simplicity of the idea is what I really appreciate about it. The song comes together layer-by-layer as each band member carefully times their sections of the song, creating a loop that eventually builds-up to a complete song. While the concept may sound simple, it’s certainly not easy to execute.
It reminds me of Here It Goes Again by OK Go (remember, the treadmill music video shot in one take). That video launched the band into the spotlight in 2009 and has arguably been the most significant factor in their claim to fame. The novelty of the video lent itself to sharability, which resulted in new audiences discovering the band. OK Go have since continued the trend of creating elaborate music videos all in a single take, which has been a fruitful tactic in staying relevant and getting views.
This Facebook Live performance, however, is not the official music video for the catchy song but rather additional marketing to promote the single. The video was viewed on YouTube over 700K times in just 24-hours, and an additional 84K times on Facebook. The video has become their most viewed video to date despite already having a significant fanbase. In this age where it’s so difficult to get noticed in a noisy world, I’ve got to say that I’m impressed with what The Academic has achieved.
‘Bear Claws‘ is available on all of the major music streaming services so be sure to download the single. And don’t forget to share the visual loop music video as well as support the band by following them on social media.