Reduce costs, engage fans. It's a win-win proposition, as crowdsourcing often is.
In this case, it seems it might also be the first instance of a band using Instagram to help create a music video.
The band is British group The Vaccines, and its upcoming video for Wetsuit will feature images shot by fans using the photo-sharing app.
With 5 million-odd users, Instagram offers plenty of opportunities to reach the young and hip. (But it's not a case of brand discrimination; the iPhone-less can simply email shots to firstname.lastname@example.org).
To capture the essence of summer, the Vaccines are calling for photos of concerts, tents, mud, fields and the like; whatever conveys that inimitable feel of a summer music festival.
As long as fans follow the instructions and tag their pictures with #vaccinesvideo, their work may well make it into the final cut.
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription, an Idealog t-shirt and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).