Downtown Records: LIVE LOOPER [2 min]

Credits & Description:

AGENCY: BBDO / New York
CLIENT Downtown Records
CHIEF CREATIVE OFFICER: David Lubars, Greg Hahn
CREATIVE DIRECTOR: Bart Mol, Pol Hoenderboom
PRODUCTION COMPANY: BBDO Studios / New York
DIRECTOR: Lawrence Chen
PRODUCER: Jonathan Hsu / Michael Gentile
AGENCY PRODUCER: David Rolfe / Mo Twine / Danielle Lukacs
CREATIVE TECHNOLOGIST: Filip Williander
EDITOR: Alex Lubars
EXECUTIVE CREATIVE DIRECTOR: Tom Markham
SOCIAL MEDIA MANAGER: Lucy Bennett
TAGS ENTERTAINMENT / MUSIC / FILM / TELEVISION

Brand DOWNTOWN RECORDS
BBDO NEW YORK New York, USA Entrant Company
BBDO NEW YORK New York, USA Idea Creation
BBDO STUDIOS New York, USA Production
SHORE FIRE Brooklyn, USA PR
David Lubars BBDO Worldwide Chief Creative Officer
Greg Hahn BBDO New York Chief Creative Officer
Tom Markham BBDO New York Executive Creative Director
Bart Mol BBDO New York Creative Director
Pol Hoenderboom BBDO New York Creative Director
David Rolfe BBDO New York Director of Integrated Production
Mo Twine BBDO New York Senior Producer
Danielle Lukacs BBDO New York Associate Producer
Azzahra Lopez BBDO New York Comms Planner
Filip Williander BBDO New York Creative Technologist
Lucy Bennett BBDO New York Influencer Manager
Tatiana Duarte BBDO New York Intern
Lawrence Chen BBDO Studios Director
Jonathan Hsu BBDO Studios Line Producer
Jeff Reagan BBDO Studios Behind the Scenes
Alex Lubars BBDO Studios Editor
Michael Gentile BBDO Studios Studio Lead
Execution
In an era of bedroom rockers, The Academic are super-tight live musicians — so we pursued a unique twist on their live performance. We discovered that when you stream on Facebook Live, it actually takes some time before the video pops up on your page — and that you can create an infinite loop-effect by filming your own Facebook page during that live stream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio and visual loop sampler precise enough to loop the song. We rearranged every instrument on the single to fit the length of Facebook’s delay and introduced all the different layers one by one. And to make every musical layer stand out visually we lit the stage in a different color every loop. The whole recording was live and had to be performed spotlessly in a single take — every mistake would be repeated indefinitely. Because we live in an era where everything can be faked, we wanted to prove this was really live. That’s why we started the live stream by Google-ing the current time.

The live stream execution itself was really a collaborative effort between three different departments: camera (lighting, grip); media (streaming,); and audio (engineers mixed live and managed musician playback). What is interesting about this project is that we didn’t have to create or fabricate anything new to make it happen we had to push existing “off the shelf” tools and engineers to their limits to execute without error for 6-minutes.

The music video ended up on Reddit’s front-page—the one spot money can’t buy. From there, it went viral overnight and was picked up by many outlets. From live TV to renowned (music) blogs resulting in millions of views from all around the world all without any paid media.

Campaign Description
We created a Facebook Live music video in which we used Facebook’s delay as an audio/visual loop pedal.

In an era of bedroom rockers, The Academic are super-tight live musicians — so we pursued a unique twist on their live performance. We discovered that when you stream on Facebook Live, it takes some time before the video pops up on your page — and that you can create an infinite loop-effect by filming your own Facebook page during that live stream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio and visual loop sampler precise enough to loop the song. We rearranged every instrument on the single to fit the length of Facebook’s delay and introduced all the different layers one by one. The whole recording was live and had to be performed spotlessly in a single take — every mistake would be repeated indefinitely.