Sour ou comment un groupe japonais utilise un classic de Youtube “Hibi no Neiro”

Dans ce clip Sour, nous présente sa nouvelle chanson, même si le réalisateur est nippon dommage qu’il soit de New York BBH, y avait pas assez de créatifs sur l’archipel nippon?

vous retrouverez également l’interview de ce réalisateur sur le site shots.

Can you tell us a bit about your background and your work – how would you classify yourself as an artist? What are your particular interests / concerns / inspirations?
My interest is in creating an idea that sparks inspiration in the people who experiences it, or to turn on a switch inside their brain which they never touched before.

How did you first come to work with Sour?
I knew Hoshijima from high school, where he started to pursue his exploration in music, and I went onto studying design and visual art. When he started the band SOUR in 2002, he got in contact with me and I was so inspired by their music, so I raised my hand to handle all their album artworks and eventually made their first music video ‘Hangetsu(half moon)’. So far I’ve made 3 videos and 4 album designs for them. I always work with partners in creating the video, and this time I worked with Hal Kirkland, Magico Nakamura, and Masayoshi Nakamura. This video would have not turned out the way it is if any one of us were missing.

What was the concept for this latest video Hibi no neiro?
The song is about discovering your own color or voice in this world. It speaks about embracing your individuality in order to open yourself up to what the rest of the world has to offer.

The webcam provided the perfect medium on which to explore this notion. Not only did it alleviate the challenge of the non-existent budget but it also overcame the fact we couldn’t film the band in person, given the fact the band live in Tokyo and we all live in New York.

Millions of people use webcams to express themselves everyday. What if these individuals were given the chance to collaborate? We thought the result could be pretty powerful and something that no one had seen before.

And how did you get the fans involved and co-ordinate the whole thing- was it via Twitter/Facebook/the blog? Did it take a lot of organisation?
We gathered the fans by putting up posts onto the Sour’s official site & social network sites such as Mixi. We had everyone submit their photos, and with that, we selected a diverse range of fans from many different places. It took about a month to just collect all the casts.

Are you surprised at how many people have watched the video so far?
We are quite surprised and happy about the fact that so many people around the world have viewed and left great comments on our video. We feel like the concept fits so well with what is happening on the web right now, such as all the new ways of you can express yourself, and to collaborate with others online. This social movement mixed with the quirky calculated choreography might have been the reason why this video became so popular.

on y apprends comme vous le lirez que le réalisateur est un ami de lycée du chanteur du groupe… plutôt sympa, les prochaines videos que je vais vous montrez vont bien vous faire rire…

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• This Video was Shot with a Bunch of Webcams (johnchow.com)