Remix videos are viral videos

All Access posted an article this morning belaboring a point we made previously about Beyonce’s Partition video and the fan videos that pushed it up the streaming charts. Creating re-mixable content for your fan base is a creative and fun way for them to communicate with each other with you, the artist, as the center of the conversation. Not only will fan created videos expand the web real estate you are able to claim, many of the videos are bringing in more revenue than the original video! It is impossible to predict what videos will go viral but there are things you can focus on to improve your chances.

Tips on creating re-mixable videos

1. Always allow your fans to remix your content. It gives them a way to speak with each other with other, adds value to your original video, and gives them a sense of belonging in your community. Not to mention it can bring in extra revenue!
2. KISS – Keep It Simple, Silly! When writing a treatment for the video you can make it easier for fans to remix by keeping the original video simple. Miley Cyrus’ video “Wrecking Ball” is a great example of this. The video has a very narrow focus on Miley’s face and the wrecking ball destroying the room making it easy to choose what and how to parody. The camera shots are simple and close making them easy to duplicate. I’ve posted below a playlist of some parodies that feat everything from goats to Betty White.
3. Pay Attention to your fans The most important ingredient is to have an active fan base that is interested in having a conversation with each other through your work. The best way to do this is to interact with them online. By being involved and inclusive, your fans will be interested in carrying on the conversation without you.

Bonus case study

There was a case in the news recently about Liberation Music suing Harvard law professor Lawrence Lessig over his use of the song “Lisztomania” by Phoenix in a lecture about sharing culture. I highly recommend watching the video because it provides a lot of insight into the value of open and sharing cultures.

Liberation Music claimed copyright infringement and demanded the lecture be taken down because it contained clips from a mashup of the Breakfast Club brat pack dancing to Lisztomania and the subsequent videos that fans made of themselves doing the dance in their own cities.

Lessig’s stance was that his use of the video was protected under fair use and educational purposes and the whole point of the lecture is that open culture fosters a creative environment. Ironic, huh?