Men’s fashion brand Topman has unveiled a new YouTube music project in partnership with Dazed Digital, as it looks to connect with selected artists and their fans across the UK.
Developed by marketing agency Livity and media agency Maxus, #Openshoot will invite “young creative talent to inspire the creation of new music videos” through the use of user-generated content.
The first collaboration of the series will encourage fans to upload image and film entries for British artist Ghostpoet’s new upcoming single, X Marks the Spot, via the Topman website and by using the #openshoot tag on Instagram and Twitter.
The final music video will premiere on 13 March exclusively on Topman TV, where fans will also be able to view behind the scenes clips and featured contributions.
“Topman TV is a chance for Topman to reach out to its fans in an entirely new space,” said Laura Wade, head of Maxus Partnership. “Video is a tool that has really taken off in the fashion retail arena, but is still being under utilised by most brands in the male fashion space.
“As well as being a fantastic creative project, this is pushing the boundaries of creative marketing in men’s fashion. Dazed’s innovative and creative following, plus fashion and music credentials made them the perfect partner for us to work with on amplifying this campaign.
“We hope the partnership will help generate some real buzz in the creative community and truly original ideas for Ghostpoet, as well as some fantastic results for Topman.”
Mediatel will be hosting its annual Video Upfronts event on 25 February, where leading players from across the online video market will showcase a range of original and pre-production content, as well as highlighting channel opportunities available for advertising and sponsorship.
