Monday, October 5, 2020

Dua Lipa launches TikTok-assisted ‘Levitating’ music video | Music Ally

In August, Dua Lipa launched her #DuaVideo challenge on TikTok, inviting fans to submit videos based on makeup, animation or dance using her ‘Levitating’ single.

The promise was that the best creators would make it into a music video for the track. TikTok says that the contest generated more than 150k videos which were watched more than 300m times.

Now the promised music video has launched – as a four-part vertical video on TikTok itself. A clever touch: it’s been uploaded to Dua Lipa’s profile in reverse order, so the first part is at the top of her feed, and fans can swipe down to move through the four parts.

The video will be promoted with billboards in New York and various European cities, as well as digital/social marketing. Plus there’s a new challenge afoot: fans will be encouraged to “show off their levitating skills” using TikTok’s slo-motion feature, and the audio from the track.

The music video isn’t exclusive to TikTok though: a non-vertical version is already on YouTube.

Stuart Dredge


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