Rock Paper Photo gave us access to their photo library containing some of the most famous rock photography ever taken. Digital posters ran inside Live Nation concert venues across the country.
We also created videos to play at Live Nation shows and online. Rodents on Turntables is one of them. It was a Vimeo staff pick and has millions of views to date.
This video is another that played inside Live Nation venues to help promote the capabilities of their video network.
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Live Nation was launching an in-theatre video screen network and they needed to sell it to potential clients. But before they could do that, we were asked to create content to run on the network. Thousands of flatscreens inside venues all across the country. And they needed about an hour’s worth of content appropriate for all types of music fans. Oh, and here’s the kicker; it had to be interesting with the sound off AND with the sound on. Great assignment. Division of labor is one of the top advertising agencies in San Francisco, and we were growing as a content studio, as well. So when Live Nation asked if we could pull it all off we knew it was right up our alley.
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Right, sorry. I suppose that previous answer was a bit un related to the question. How did we come up with that? Well, Live Nation didn’t have a huge budget for all the content we were going to have to create and produce, so we began categorizing ideas so that we had hard-working, interactive content, along with some two dimensional photography and graphic-driven ideas and then we had enough money for two or three videos. Division of Labor is one of the top advertising agencies in San Francisco and at the time, the agency was housed in a retail store-front with a big glass window looking in. At the front of the store was a couch across from an old turntable. We had brought all our records in and had a pretty big collection combining everything from our childhood collections plus whatever other nonsense we’d collected later. I was staring at the turntable, I don’t even think a record was playing at the time, and I thought it’d be pretty funny to put different records on and have hampsters run along to the music. The original name was Hampsters on Turntables. Once Live Nation fell in love with the idea and we realized that mice and rats are easier to train than hampsters, we changed the name and got more variety in our talent pool.
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I was driving my son’s carpool to school one morning and my phone started going off. Bling, bling bling bling, alert after alert. So I pulled over and saw that Vimeo made the video a Staff Favorite and that sent things over the edge. No one really has any idea what’s gonna go viral, but as an ad agency in San Francisco, it was pretty amazing to have this thing get millions of views and show up on websites all over the world when the whole reason we made it in the first place was for people inside live concert venues and not the internet!