Activision unveiled the first crowd-sourced video generated for Guitar Hero Live through a user-driven contest that asked fans to submit clips of themselves lip-synching along to Ed Sheeranâ€™s hit song â€œSingâ€ via the musical.ly mobile app. Based on musical.ly analytics, the contest generated more than 100,000 videos that have already collectively been watched more than 100 million times in ten days.
With the premiere of the fan-sourced music video for Ed Sheeran’s “Sing,” players will be able to jam along to the first ever crowd-sourced music video in GHTV.
The music video features notable athletes and celebrities such as basketball MVP Stephen Curry, legendary basketball player Shaquille Oâ€™Neal, sports broadcaster Erin Andrews, and Vine star King Bach. The track is now playable in GHTV, Guitar Hero Liveâ€™s online playable music video network. The submissions were edited together and animated by veteran music video editor Alan Chimenti (editor of Katy Perryâ€™s â€œRoar”).
â€œFrom basketball MVP Stephen Curry to fans lip-synching with drones and dancing on hover boards, itâ€™s been absolutely incredible to see the creative responses we got for the *Guitar Hero TV Star *contest,â€ said Tim Ellis, CMO of Activision Publishing, Inc. â€œWith GHTV, we can create unique playable music experiences, such as capturing footage from live concerts and transforming fan-submitted music videos into a playable experience. We couldnâ€™t be happier with the response.â€
“It’s extremely rewarding to see musical.ly users contribute to such an exciting and fun music video” said Jun Zhu co-CEO and co-founder of musical.ly. “Weâ€™re thankful to Activision and Guitar Hero for giving our users a chance to showcase their talents in the game. As a content platform, musical.ly is unique in its ability to encourage creativity and collaboration between users, artists, and brands, and weâ€™re excited for future opportunities to showcase the creative potential of the musical.ly community.â€