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.
Taylor Swift is renowned for her PR skills. She’s sparked numerous spikes in online conversation to launch songs, music videos and build hype around new or upcoming singles and albums, and to build towards her overall brand. Social media is frequently dominated by posts about Taylor’s latest news and this week we witnessed the most recent craze.
Since 21 August, Taylor teased fans by sharing cryptic posts on Instagram and Twitter.
Fans took to social media to share their thoughts on what the posts might suggest until volumes peaked on Wednesday after Swift confirmed that the first single off her new album would be out before the end of the week.
The majority of posts stemmed from the USA, followed by Brazil and then the UK.
3 days after conversation started climbing, she released her latest single Look What You Made Me Do ahead of her new album, Reputation, set to launch in November 2017.
The hype around the new single and album led to a 91% increase in the number of posts about Taylor Swift from July to August. As of 25 August, 22% of the total 28 million posts about the artist in 2017 took place in August.
Over a 24-hour period (from 24 to 25 August) #LookWhatYouMadeMeDo was mentioned over 140 000 times and was the 9th most used hashtag in the USA over the period. The most popular hashtag used in relation to Taylor Swift was #TaylorIsBack, started by fans excited for what is to come.
Owing to online hype and reactions to the single, 3 of the top hashtags used in relation to Taylor Swift in 2017 have been about the single and upcoming album. This is phenomenal considering the fact that the hashtags have only just surfaced.
25% of posts using the hashtag included images and 14% of posts provided links to articles about the album, the music video on YouTube or music providers that have the single.
“Sorry, but the old Taylor can’t come to the phone right now. Why? Oh, ’cause she’s dead”
Taylor Swift is a genius when it comes to sparking conversation and there is no doubt in my mind that this is only the beginning of months of publicity about the album. I think the ‘new Taylor’ is going to be a force to be reckoned with and I’m certain she is going to be more relevant than ever before.
2009 Top 10 Idols SA finalist, Daniel Baron has made quite the career for himself. Despite not winning the singing competition, Baron has gone on to release numerous singles and albums and has become more successful than most of the Idols SA winners. I was fortunate enough to attend the Weekend of Mass Destruction album launch and man… what an experience.
I’ve been a fan of Daniel’s since 2009 so of course, I jumped at the opportunity to be one of the first to preview his new album. The event was held at the luxurious penthouse suite of the Da Vinci Hotel in the heart of Sandton. Guests were invited to indulge in signature cocktails and canapes as the sun set over Sandton CBD. Like most South Africans, I have such an appreciation for our sunsets, and this event was the absolute perfect way to view it.
The interior of the suite was decorated with electric pink, gold and black making for a strikingly edgy and elegant setting. In addition, there were live-sculptures wearing daring outfits displayed throughout the venue. These ladies didn’t only look like pieces of art but they stayed frozen for about 2 hours until Daniel’s performance began when they then came to life and danced amoungst the crowd.
The event was pretty intimate with a guest list of no more than 80 people. This made for a wonderful social setting where it was easy to meet and get to know other guests. The conversation was accompanied by smooth saxophone music and it was lit.✨ No, but for real, for certain songs, the musician had fireworks spraying from her sax!
Shortly after the sun had set, Daniel made his entrance. To my surprise, he didn’t go straight to the stage but instead took his time to walk around and greet every single person there and take the opportunity to introduce himself if they hadn’t met before. He wasn’t in a rush but rather stayed chatting for a couple of minutes before moving on to the next group of people. I thought this was particularly refreshing given his success and talent.
After he made the rounds, he took to the stage to give us a taste of his latest masterpiece.
Daniel Baron is no stranger to pushing the boundaries and Weekend of Mass Destruction is without a doubt the most experimental he’s been. While the album is classified as pop, Baron uses African deep house beats and cinematic strings to create unique tracks that push the envelope of the pop genre while staying true to his sound. Elements of EDM and rock are used to convey the overarching theme of celebrating love and destroying hate.
The songs are both catchy and masterfully produced. Before the album was even launched, two of the featured tracks (Children of the Sun and Beautiful Noise) were local chart toppers, giving fans much to be excited about. The craftsmanship that went into producing this album is undoubtedly evident. Daniel and his team worked tirelessly to make this the best of his albums yet.
“I have never been as proud of anything in my life as I am of this album. I have never worked this hard. I’ve put everything behind this project, and I have all faith in it.” – Daniel Baron
Not only did I get to hear some of the songs live (and get a sneak-peak of an unreleased music video!) but I’ve got the album and have been listening to it on repeat since last week.
Weekend of Mass Destruction released on 16 June 2017 and is available on Apple Music and iTunes, with 1 000 limited edition autographed physical CDs up for order.
I am constantly amazed at the calibre of local talent we have in South Africa, and Daniel Baron is without a doubt one of the leading pop artists truly shaping his craft while producing world-class hits at the same time. Do yourself a favour and give Weekend of Mass Destruction a listen and show your support for local talent by following Daniel Baron on social media.
The internet is going wild after Lady Gaga dropped 3 new tracks that will feature on her new highly anticipated Joanne album, set for release on 21 October. The web has been flooded with news of the performance as well as the new sound of the tracks. Gaga kicked off her three-date Dive Bar Tour with Sinner’s Prayer, A-Yo andMillion Reasons (available on iTunes), which showcased the artist’s new musical direction. So far, the new songs seem to be receiving more positivity than Perfect Illusion, which was released in September.
#Joanne has been trending all over the globe as fans share their thoughts on the new tracks, and their excitement for the release of the 14 track album. A clever addition is that when fans use the title of the album or one of the new tracks in a hashtag on Twitter, a Lady Gaga hashflag is automatically added. Even Lady Gaga herself was impressed.
Aside from the music, the intimacy of the performance has been a popular topic on the net. There was no big entrance or fanfare – she even drove herself to the venue! The 100 lucky fans who were at the event have shared videos and photos from the evening, which have given Little Monsters who weren’t there, serious FOMO.
But enough about what happened – watch it for yourself and join the conversation.