On June 22, 2020, alt-rock duo Twenty One Pilots released a very unique concept in the world of music videos. The pair released an almost never-ending music video for their song “Level Of Concern”. The video was continuously updated using footage and clips uploaded by fans of the group. It probably would have gone on forever if left untouched. But, the band opted to let it end on December 16, a whopping 178 days after it launched.
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Even if you’re not a fan of Twenty One Pilots, you have to admit that this concept is really cool. Honestly, I don’t think anything like it had ever been done before.
Twenty One Pilots Pioneered the Concept of the Never-Ending Music Video
“Level Of Concern” was originally released in April of 2020. It was a pretty big deal, considering the duo had not released any new music since Trench in 2018. The song is excellent, and also topical, as it explores the anxieties that many experienced during the early COVID-19 lockdowns.
The original music video was a simple collection of clips filmed by Tyler Joseph and Josh Dun from their homes during the pandemic. Some of the proceeds from the song were even donated to Crew Nation, a charity for live music groups who could not perform or be paid during lockdown.
It was a great song that was used for a good cause. Still, Twenty One Pilots wanted to take things a step further. After debuting the group’s music video at midnight, it continued to grow. Fans were invited to send footage and photos to the group’s website. From there, every three minutes and 40 seconds, the video would refresh. It would play again with a new set of images and videos.
The concept was a collaborative effort with director Jason Zada. According to a press release at the time, the goal of the never-ending fan-made music video was to “find a unique way to connect with fans during the pandemic, and give them an opportunity to share meaningful moments from their lives via the continuous video stream.”
Almost six full months (and 10 million views) later, Twenty One Pilots would pull the plug on submissions and updates to their “Level Of Concern” music video. The band released a comical video explaining why the music video stopped updating. But, realistically, all good things must come to an end, regardless of reason.
Photo by Steve Jennings/WireImage
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