When we first wrote about video-sharing app Vyclone earlier this year (Bulletin, 21-May-12) we were enthusiastic about its potential for artists: “We’ll be interested to see if any music artists catch on and encourage their fans to use the app,” were our words at the time. Well, they have. Fans attending Ed Sheeran’s five London shows over the coming week are being nudged to download Vyclone’s app and shoot video of Sheeran performing his song ‘Give Me Love’. The resulting footage – as well as video sent by fans who aren’t at the gigs – will be stitched together into an official lyric video for the song, with fans getting credit in the video and on Sheeran’s website. The gigs come as Vyclone releases new features for its app, including extending its movie recording time to the length of a song, bumping the quality up to HD, and removing its limits on how many users can shoot at once. Atlantic Records UK struck the deal with Vyclone for the partnership.

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