When bands ask their audience to participate in their new music video, it generally doesn’t get much further than a cameo in the audience of the ‘club-performance’ or at best, the chance to use the artists music to send in your own creation. Apart from the fact that cynics see it as a cheap way of getting result, it’s pretty standard fare. But here’s an interesting one: a music video project that’s based on technology and a global community of UGC-makers.

For their next video, Chemical Brothers and Nexus Productions are asking people around the world to upload a still or short video, documenting “the insanity that goes on at the stroke of midnight”. That’s a nice idea in itself, but the makers want to have material that’s “related to the specific point of origin”, so it can be uploaded and tracked via Google Earth. 

Collaborative, open, global and creative. Who knows what the end result will be, but I like the idea of it already.  

For the full brief, go here (open until August 25).