Danish alternative rockers Mew have released a new video for “The Night Believer,” which is taken from their new album +-.
“The Night Believer” saw Mew step outside of the standard music video making environment, and challenge themselves and their dedicated fan base to create something unique.
For this creative challenge, the band provided their fans with access to an online creative community using the Microsoft Office 365 application OneNote. With OneNote serving as the technical platform, fans of Mew that were interested in taking part had access to the band’s online notebooks, had the ability to converse with other fans around the world, and were able to share drawings, pictures, and paintings among the fanbase using the program.
In addition to actually crafting a performance for the video, in which the fans affected the soundtrack by recording the song along with lead singer Jonas Bjerre, there were other creative assignments that were given out during the creative process that served to strengthen the unconventional bond forming between the band and their fans. Along with the fans’ audio recordings, they also were able to submit pictures of themselves that were used in the final cut of “The Night Believer.”
The response to this idea was incredible, as Mew fans came out in force from around the world to take part in the video. “2.250 fans from all over the world signed up for the project,” according to a press release. Those submissions were viewed by Mew, and from that they narrowed the field down to “1.000 individual contributions from 65 different countries” that became part of the final music video, according to a press release.
Check it out:
And, if you’re interested in learning more about how this project came to fruition, check out the “Mew365 – Behind the case” video, below.
Lastly, don’t forget that Mew have put together a fall North American tour that is kicking off in September!