Last week, Atlantic Records UK and mobile startup Vyclone teamed up for a partnership around Ed Sheeran’s five-gig London run, encouraging fans to use the Vyclone app to film clips of a specific song, to be used for its video.
So how did it go? 484 fans created 1,931 clips over the five nights, which Vyclone’s technology auto-stitched into 614 multi-angle videos. Those videos have so far gained more than 16,500 views, 815 comments and 370 likes on the service.
The partnership was good for Vyclone too: the company reports that 25% of its total downloads ever have come since the announcement of the Sheeran campaign – although it co-incided with being featured in Apple’s App Store.