New Release: will.i.am feat. Cody Wise "It's My Birthday" Directed by Ben Mor

Posted by Adam Fairholm on May 29, 2014

Staff Post


So far we've seen lots of Vine stars take part in music videos, but we have yet to see something that tries to merge the two mediums together. Will.i.am and Cody Wise are breaking new ground in that area with "It's My Birthday," a Ben Mor-directed music video that is shot in Vine's square aspect ratio, and lives both on YouTube as a full music video, and on Vine as a collection of more than 40 clips. You can find all of them here, but here's a sampler:

It helps that the video is specifically shot and designed to be broken up into bits and pieces, and putting every little moment on Vine allows the many Vine creators to be tagged, and more subtle moments and jokes to be shared.

Some of the vines are also recreations of other popular Vines, a fact that makes this video extremely diverse in locations and cast. Just like the wildly popular Vine compilations that show up on YouTube, the quick clips are bizarrely addictive.

We're big fans of Vine at IMVDb, and this is a really interesting and creative way to have a video live on both platforms. We're also happy that the video came out on YouTube and VEVO first, something that rarely happens when music videos live on speciality platforms.

The video for "It's My Birthday" was produced by Black Dog Films. The track "It's My Birthday" is available now as a single.

Adam Fairholm is the co-founder and lead developer of IMVDb. You can find him on twitter at @adamfairholm.



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