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The Academic: Bear Claws Facebook Live

Date: Feb 2018
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The Academic created a first-of-its-kind Facebook Live performance of its latest single, 'Bear Claws,' using the audio/video time lag to create a mesmerizing visual loop sampler.

Here’s how: They rearranged each instrument on the song to fit Facebook Live’s delay, with each loop getting more complex, adding instruments, rhythms, and melodies. Additionally, by projecting the video live from a soundstage they created an infinite tunnel consisting of all the previously recorded loops.

The art direction is also simple and smart. Colored lights illuminate the foreground and change as each new loop is added to the mix. The projected Facebook Live stream creates an inception effect, and the changing colors literally illuminate the video loops and the depth of the audio composition. Even better, since fans could react to the live stream, their cascading likes and hearts became part of the building energy of the piece and completed the effect.


Band: The Academic

Song: Bear Claws (Live Looper Version)