Union J - Vine

Musicians and labels are catching on to the creative potential of Twitter’s Vine, especially when it means getting fans involved with an artist. Witness RCA UK’s new campaign for boy-band Union J, who it reckons are the first artist to use Vine to create a lyric video – in this case for the ‘Carry You’ track. “All you need to do is pick a part of the song from the lyrics below that you love the most and send us a Vine of those lyrics using the hashtag #UnionJVine,” explains the band’s website. The results will then be used to create the video. It’s a neat idea, although we think we’ll see more of this sort of thing when Vine is released for more smartphones than just the iPhone – using it now runs the risk of a mini-backlash from fans with, say, Android handsets. We’re worried about Union J fans’ safety though: at least if they have a mishap when Vining the line “I’ll carry you” they can segue neatly into the line “You’re tired, you’re broken, you’re cut and you’re bruised”…

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