Describe the creative idea

“MUSIC VIDEO FOR ALL” is a project to liberate people’s creativity where Adobe, creator of the video editing software, Premiere, has teamed up with a charismatic hip-hop star in Japan, KOHH. The data for the new single and over 50 types of video images shot for KOHH’s music video were made available for free to anyone, regardless of experience or skill, with a smartphone to create their own version of the music video, using the free Adobe editing app. It was a first and a bold concept where a top artist would offer the music and video image data without charge. The work they create can be uploaded on to their own SNS accounts as their directorial work, including YouTube, Twitter, and Instagram. The best work became the official music video for the song, making this an opportunity for new creators to step into the limelight.

Describe the execution

The challenges to realize the mission to offer video production opportunity for all were many. For one, in order to shoot quality video images, one would need a certain level of skill and experience. Then, there were the copyright issues in releasing professionally-shot video images for the general public to edit freely for their work. In addition, what puts many people off from creating video work is the need to come up with a theme and story which is the reason why the video creative population is far limited than photography. We believed that removing these challenges by offering ‘quality video images’ and the ‘theme’ will entice people to embrace this opportunity to create their own video work. A professional director shot over 50 different types of video images with varying settings, including KOHH himself lip-synching to the music. This also included images shot on a greenback for further composite possibilities. All users have to do is to download the video images and the Adobe edit app for free to start creating a music video right on their smartphones without any specialist knowledge. They were also provided with tutorial videos where professional directors explained various editing techniques such as fixed position, transition, color grading, etc. They can also add video images they shot themselves and share the finished work as their own on YouTube and other SNS platforms. The fans were given free reigns to create as they saw fit, without any official music video to live up to. It was an entirely new music video experience where the artist and the music fans collaborated.