MB Redfined

Sigur Ros Takes Over YouTube

|    Mar 07, 2008

Sigur Ros and YouTube make a little bit of history this Friday (Mar 7) with the band taking over the entire front page of the site around the world for a whole day, becoming the first group to ever have a feature-length music DVD streamed on the channel, with their acclaimed 'Heima' documentary shown in its complete 97-minute glory. FilmIT Director Alan Calzatti served as Director of Photography on the location shoot; post-production mixing took place in MI's surround studio with RIT instructor Mehdi Hassine at the console.

All 12 available slots on YouTube's home page will be devoted to the Icelandic quartet for a full 24-hours, putting them before a global audience of hundreds of millions. The link-up follows the success of 'Minn Heima', a competition hosted by YouTube (http://www.youtube.com/group/MinnHeima) for fans of the band to create their own little version of 'Heima', using audio and video clips posted online. The 10 best entries, as judged by the band, will be featured on the home page, alongside the film itself, as well as a special message from the band, taking time off from recording their new album in Reykjavik.

YouTube has only previously hosted a handful of long form presentations, none for music DVDs. It is the first ever UK home page "takeover" since the launch of http://uk.youtube.com - the localized home page that allows for country-specific video rankings and comments.

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