A live performance of their single “Bear Claws”
using Facebook Live’s delay as a loop pedal.

THE BRIEF

Downtown Records asked us to promote The Academic’s new single “Bear Claws” leading up to their US tour. In an era of bedroom rockers, The Academic are super-tight live performers - so we pursued a unique twist on a live show.

THE IDEA

We discovered that when you go Live on Facebook it actually takes some time before it pops up on your page. And that you can create an infinite loop effect by filming your own page during that live stream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio and visual loop sampler precise enough to loop the song.

WATCH THE FULL LIVE PERFORMANCE

MENTIONS

“Probably the coolest way to create something from a tech flaw”

“great video using the delay in facebook to go all wibbly-wobbly, Timey-wimey”

“my goodness, how clever, no wonder this band is called the academic”

Results

300%

increase weekly spotify listens

500%

increase month-to-month single sales

3 MILLION+

Views of performance

SOLD OUT

shows around the world

all with

$0 MEDIA SPEND