Chase & Status released their third studio album in 2013, Brand New Machine. After the success of the first single and video for ‘Lost & Not Found’, we wanted to create something innovative for the second video. Launch the music video in a new and innovative way Chase & Status have always been known to push boundaries.
Throughout their career they’ve ranged from being drum & bass DJs to being a full-on rock band and playing second from headline at Download Festival. This led us to thinking we should push the video out on a platform that had never been used in this way before. Powster had previously launched trailers for films like Jackass on Facebook, so we looked to use similar technology to launch a bookmarklet over a user’s Twitter page, enabling the effect of streaming a visual ‘hack’ and then the music video.
Expose the featured artist, Moko This is Moko’s first major feature on a single. We used her mysterious style and imagery in the ‘takeover’ part of the experience. She gives the takeover life with her style and voice, all while presenting her unique look to the world in exactly the right way to launch her career.
Expand on the homage paid to 1990s rave culture and dance music in the song and video 1990s rave culture is a consistent and strong theme throughout the music video. At the time, the UK was filled with warehouse raves, big dance moves, highs and great dance tunes. We tried to push that imagery across in a unique way by combining it with the look of an old school computer hack, stock rave footage and shots of Moko dancing and performing a few lines from the track.
•30k views in the first two days
•Social support from both Twitter and Vevo
•Significant rise in Moko’s social media followers/likes
•Within two weeks of the launch the single was added to Radio 1, 1Xtra and Choice A-lists.
•FWA Site Of The Day Award (18th November 2013) Key learnings: Innovative digital marketing can help raise the stock of an artist as much as millions of YouTube views.
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