Maroon 5 want you to be the star of their brand-new video for “Cold.” And they’re using some cutting-edge technology to do it. The band has hooked up with two-year-old Boston company Vivoom, whose Shared Media platform allows fans to insert themselves into the clip for up to 15 seconds.
“As a band we are always looking for new and exciting ways to engage with our fans,” the group said in a press release announcing the collaboration. “Vivoom’s Shared Media technology allows our fans to put themselves in our new Cold video, and then share it instantly with their friends which is exciting and a cool thing for us to be a part of.”
The top two fans with the highest number of views will win, respectively, an autographed guitar and vinyl box set from the band.
Vivoom’s CEO, Katherine Hayes, tells Billboard that when she showed Maroon 5 the potential usages of the technology they immediately loved it and were on board to collaborate. “It’s the first of its kind and they really wanted to see how it would work in reality,” she says. The platform will link up with Maroon 5’s fan emails, YouTube, Vevo, Facebook, Twitter and other social channels, allowing users to film their custom scenes at home and then share their cameo videos with friends and followers. Click here to become a “Cold” star.
The fan-created scenes will show up as 24-second shareable clips in which the users will be inserted into a party scene in the psychedelic video in which frontman Adam Levine gets dosed at a party and has the most bizarre night ever. “You’re thrown into the party with the band and Future,” Hayes said. “It’s exciting because this is the first time we’ve done anything like this with a band.”
The vid’s storyline finds Levine reluctantly going to a party at Future’s, where a Mickey in his drink makes the walls go wobbly, police cars float in the air and people’s head’s turn into animal skulls. The singer winds up getting dunked in a pool where he watches an underwater wedding. Plus, he forgets to get that milk wife Behati Prinsloo asked for.
Appearing on The Ellen DeGeneres Show on Wednesday (Feb 15), Levine said he wasn’t sure yet when the band’s sixth album will drop or even what it’s called. But with one hit Kendrick Lamar collaboration already in the books thanks to “Don’t Wanna Know,” it seems like this album is already shaping up to be another monster.
Watch “Cold” below and envision yourself right alongside Levine — except maybe without the bad trip.