VH1, Nokia premiere ‘user generated‘ music video

MUMBAI: The Pentagram music video ‘Voice‘ was exclusively premiered on international music and lifestyle channel VH1 on 17 March.

The video for the Indi rock band‘s single ‘Voices‘ was created through a VH1, Nokia initiative called ‘Shot by You‘ under the Viacom Brand Solutions venture. Pushing ‘user interactivity‘ into the mainstream media, viewers were invited to listen to the latest track by Pentagram- ‘Voice‘ posted online and use their camera phones or video recording devices to shoot footage that would best suit the feel of the music and send it to VH1.

The VH1 creative team sifted through the best entries and shortlisted the ones which were integrated into the music video. The music video currently on air is a collage of the best suited videos for ‘Voice‘ running for duration of 3.43 minutes.

Speaking about the response they received, VH1 India General Manager Keertan Adyanthaya said, "We received about 991 entries from across the country - Delhi, Mumbai, Bangalore, Pune, Pondicherry and Kolkatta. Prior to that, we also sent people with a Nokia camera phones across colleges, malls and at the Campus Rock Idol to demonstrate how they can use their phones to shoot footage."

"The brief from Nokia was clear- they wanted to send their message ‘Music Connects‘ across to the audience and they loved the concept. For us that was the prime focus. The whole idea was to ensure that people express themselves," he added.

Although the rock group themselves did not sit through any of the entries, lead singer of the band, Vishal Dadlani mentioned that the video and the whole initiative had managed to generate a lot of interest in their music and album. "While performing this song in a concert recently, or group realized that the crowds was singing along with us. They knew the words of the song already and that was a great feeling."


Talking about the challenges the team faced during the making of the video Adyanthaya said that since the use of digital media in our country is still at a nascent stage, many of the entries did not meet television standards. Very often the resolution of the footage sent was not suitable for use. Some of the footage sent was copyrighted material and again could not be used.

The music video now airing on MTV Networks will also be available online and through Nokia downloads. Modalities for the same are being worked out.


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