Sigma have recently teamed up with Danish speaker firm Libratone, the Danish brand who are famous for their ZIPP products. The result is something quite fantastic. An idea from the creative marketing minds of Antidote, the dance duo were approached to create a track based on Libratone’s logo, a nightingale. The nightingale is based on the fairy tale from Danish writer Hans Cristian Anderson, and this was the inspiration for the song. They duly obliged, and as part of the process reached out to their fans for help with the music video.
The concept behind the video originates from the ZIPP speaker itself, which is designed to sit in the middle of a room and offer a 360 surround sound. The group then asked their fans what they would do with a 360 degree camera for the music shoot and were inundated with ideas from across the globe. The best fan suggestions were then awarded by being sent a camera to do the filming.
Speaking to The Sun, Sigma revealed more about the process “From our point of view it’s important we engage with our fans with any new music we are working on, I think there is a guy in India who is running through a market, it’s crazy.”
The video was then edited from the footage taken by the fans and turned into a fully immersive and interactive music video. From martial arts to children running around a room, there is a real sense of togetherness between Sigma and the fans on this project. How it plays out for selling speakers we will have to wait and see, but for Sigma, it is another big soulful dance track which will gain great online coverage and support their release of the track later this month. Have a look at the video below for yourself, and don’t forget to move the camera around!