The Drum Awards Festival - Extended Deadline

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By Gillian West, Social media manager

August 30, 2014 | 3 min read

TalkTalk’s sponsorship of the X Factor continues for the sixth consecutive year as the show returns tonight (Saturday 30 August).

This year the idents, created by CHI&Partners, will give fans the chance to star in their own professionally-crafted music videos pulling content from the branded ‘Mix Off’ app where TV viewers can create their own music videos at home, with a real made-in-studio feel.

Directed by Sammy Rawal, produced by Believe Media with digital development, technology and VFX from MPC, the new idents aim to make fan clips look exactly like professionally-produced and directed videos.

“This is a hugely ambitious project which blurs the lines between TV and mobile advertising, at a level of quality which has never been reached before,” said Chad Warner, digital creative director at CHI&Partners.

Director Rawal commented: “I think what’s really cool about these new idents is that they really feel like chunks or excerpts from actual music videos. They’re really going to give X Factor viewers the chance to experience what it feels like to be in a high-end music video of their own. We’ve tried to create a full range of videos that not only look amazing, but also appeal to a very broad audience.”

The ‘Mix Off’ app is available to download from today and is fully responsive across iOS, Android and the web. Fans of the show can create videos starring up to four people with nine different tracks and eight different styles available, all professionally directed by Rawal. Throughout the season the music videos will be released onto the app in staggered phases.

Warner added: “TalkTalk’s partnership with The X Factor has charted the evolution of TV advertising in the digital age, and ‘Mix-Off’ represents how far we’ve come in that time: empowering X Factor fans at home to create something which really looks and feels like it was made for the big screen.”

A second-phase release of the app is already planned for September to coincide with the end of the auditions stage. The second release will allow users to pull in performances from Facebook friends as well as other performances submitted via the app. More than 160 user-generated idents will air between August and the X Factor live final in December.

Chi&partners The X Factor TalkTalk

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