Fruit of the Vine: A new collaborative music video

Video creation app Vine is becoming increasingly popular, with brands using it to preview their products and create, short and engaging content to better connect with consumers, as reported in our Climb on the Vine microtrend.

Using content on vinetune.com, parts of the song are given specific hashtags based on the lyrics. The website then adds other content to the video each time it is visited, synchronising relevant hashtagged clips to different parts of the track, creating a continually evolving music video made up of short clips.

The band’s fans are encouraged to create their own Vine video with a particular hashtag that fits into the song to contribute to the project. As the site adds relevant content at random, however, there is no guarantee that fans’ creations will be included.