Post Malone, the Digital Marketing & Innovation department at Universal Music Group and interactive creative studio/production company Powster teamed up on Wednesday (Dec. 17) to unveil a cool new way to experience the crooner’s hit single, “Circles.”
The new synchronized dual-phone music video is available exclusively on Spotify and requires two phones placed side-by-side to watch. Yes, the videos do work alone, but fans can only get the full story when synced up with a friend. Together, the clip shows the all-too-familiar scenario of a couple constantly going in “circles,” breaking up and getting back together.
“‘Circles’ is about heartache and relationships, and between the music and the visuals, this content is truly an art piece designed to augment the music, encompassing the emotions and sentiments that Post Malone sings about,” George Harb, vice president, digital marketing & innovation at Universal Music Group, said in a press statement. “This aligns with Post’s desire to create art around his music. This content is an innovative and captivating visual companion to the song. We want fans to stream his music and elicit emotion, which this helps accomplish, as well as reach more fans through novel artistic expression.”