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May 30, 2006
Shakira's fans contribute to music video
In a solid example of embracing fans who create online content, Sony BMG Music partnered with Yahoo to release a fans-only video of Shakira's song "Hips Don't Lie."
Cammie Dunaway, Yahoo's chief marketing officer, told attendees at Brandworks University last week that some 10,000 fans submitted short, booty-shaking clips for the effort. The resulting video mashup went to number one on the Yahoo! Music chart. [Mac and RSS readers click here to see the video.]
Is this fan partcipation helping the song's sales? Well, a Wikipedia chronicler expects "Hips Don't Lie" to hit number one on the Billboard music chart in early June (it would be Shakira's first number-one single). Right now, it's the number-one downloaded song on iTunes.
Is there correlation? A hit song is a hit song, but incorporating fans into your product is always a winning buzz-builder. Always.
UPDATE (6/7/06): "Hips Don't Lie" just became the most played song in pop history. On the radio, that is.
Other blogs that reference Shakira's fans contribute to music video:
» Hips dont lie and neither do the numbers from Clio my musings
In a solid example of embracing fans who create online content, Sony BMG Music partnered with Yahoo to release a fansonly video of Shakiras song Hips Dont Lie. Cammie Dunaway, Yahoos chief marketing officer, told a... [Read More]
Back in 1986, MTV had a "Make My Video" contest to allow viewers to make a video for Madonna's single "True Blue". The resulting vide was used for the U.S. release of the song while a "professional" video was directed by James Foley (who directed Madonna's then-husband Sean Penn in At Close Range)for international release. The difference twenty years later, of course, is the accessibility of videomaking technology as well as the capacity for the Shakira video to be shared virally among her fans and not to rely solely upon MTV rotation. I feel like this is consistently the case: the ideas aren't necessarily new, but we now have the technology to facilitate and amplify the process.
Great point, Allison, about how the Internet is making it possible for word of mouth to spread much faster and effectively on these kinds of programs.
photo albums de shakira
