According to The Chemical Brothers, their music provided the soundtrack to countless memories in your life since the group’s conception in 1993. Although that claim might be questionable to some, for others, the sentiment is true, and it’s only fitting then that the group give their fans (and even their detractors) the opportunity to help collaborate on the sort of user-generated content that currently drives the music world online.
Entitled ‘Midnight Madness,’ the project aims to give anyone with even the faintest spark of creativity the chance to describe…well, madness at midnight. The project, also the name of their latest single to be released August 19th, gives inspiring and amateur photographers and filmmakers the opportunity to make a short film or photograph that revolves around the theme. Entrants can then upload their work to Google Earth via The Chemical Brothers’ website where their location can be tagged and visitors to the site can view their work. Producers Nexus also plan on editing the best submissions into a special concept video for the song to premiere on the band’s website, as well as on YouTube, before the release of their “best-of” album Brotherhood (to be released as a digital download on August 19 and on CD on September 2nd). Think you’re ready to submit? Interested entrants can make a short clip from two seconds to twenty seconds celebrating “midnight madness” and upload it to the band’s website by August 25, 2008.
All of that too confusing for you? Well, even if you’re not a budding artist, you can still interact with other like minded fans across the globe. Google Earth allows you to tag and then launch your favorite Chemical Brothers track from your location. Then, anyone can scan the page and listen to whatever track you initially tagged.
For a band that’s been around for fifteen years, it’s pretty exciting to see that they’re still looking for unique ways to approach their music and if the longevity of their careers is any indicator, their fans will probably love these new projects as well.
The Chemical Brothers – www.thechemicalbrothers.com
MySpace – www.myspace.com/thechemicalbrothers