In July this year, Queen and Universal Music Group announced a contest with YouTube called ‘You Are The Champions’, tasking fans with creating new videos for three of the band’s hits. Three months on, and the winning videos have been published on YouTube.

UMG says that the contest attracted more than 10,000 submissions from more than 120 countries. The three videos are varied, too, by design. For ‘Don’t Stop Me Now’, fans were given a specific dance routine and asked to create videos of themselves dancing it, with the clips now stitched together into the final video. For ‘Bohemian Rhapsody’ the challenge was for musicians and singers to film themselves performing the song – again, those clips have been stitched together into a video (with a split-screen look reminiscent of music-collabs app Smule). Finally, the video for ‘A Kind of Magic’ saw people providing fan art based on the track, creating a characterful lyric video working them all together.

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Stuart Dredge

Music Ally's Head of Insight

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