In July, Japanese band sour released a new video for its song 'Hibi no Neiro'? (Tone of Everyday). As of today, the video has received over 1.6 million hits on YouTube and even for those of us that don't understand Japanese it is something that you must see. The video was directed by Masashi Kawamur, Hal Kirkland, Magico Nakamura, and Masayoshi Nakamura and by (and of) the band's fans only using their webcams.
Clearly there was a script or set of guidelines for the fans to follow, which allowed the band to maintain control over the finished product but still allowed fans to participate and experience the band in a new and exciting way.
Is this the next wave of user generated content? Could be'?¦ it seems to have worked for reality TV (i.e. The Hills, The City, etc) and it is a way for brands to maintain their integrity and essence while still inviting consumers participate in creating a brand experience. What do you think? http://www.youtube.com/watch?v=WfBlUQguvyw&fmt=18