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Topman declare open season on YouTube

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Men's clothing retailer Topman recently launched a brand new YouTube initiative dedicated to connecting with fans and creative communities across the UK using specially selected artists who they believe embody the Topman brand. The project is called Openshoot, and has been developed by Topman alongside youth marketing agency Livity and media agency Maxus. The idea behind the project is to convince young, creative individuals to contribute ideas for the creation of a brand new music video. The first artist to creatively crowdsource for the project is the mercury prize-nominated UK musician Ghostpoet.

Topman recently launched a brand new YouTube initiative dedicated to connecting with fans and creative communities across the UK

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The project has been launched through the new Topman TV YouTube channel, which promises to upload new, bespoke material every Friday. Ghostpoet (known to his mum as Obaro Ejimiwe) has gifted his new single “X Marks the Spot” as the first guinea pig for the project, with the song having the honour of being the first to be given the Openshoot treatment. Fans of Topman and Ghostpoet (or just creative individuals with a few clever ideas) will have until the 22nd of February to share their ideas through the Topman website or via social media using the #Openshoot hashtag.

#Openshoot with Ghostpoet

Everything from photographs and illustrations to films and patterns will be accepted, as long as they are in the form of a video or image file. Irregardless of whether or not your idea is chosen, it will become part of a vast online gallery, which can be viewed at leisure. So far the images and videos making up the gallery range from avant-garde photography to brief sketches and bizarre photoshopped creations. Topman marketing director Jason Griffiths, called Openshoot “One of Topman's most ambitious music projects to date,” and said that “To kick it off with Ghostpoet for the launch of his new single is really exciting.” He can't wait to see entries from their fans, and his, “To help mould the official music video to the track and officially launch it” on Topman TV.” The experimental musician, who releases his third album later this year, added "Send me your stuff, I want to feed off your creativity. You never know, you may just see it in the video for my single.”

Experimental musician Ghostpoet has gifted his new single “X Marks the Spot” as the first guinea pig for the project

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It will be genuinely fascinating to see if and/or how this incredibly disparate pieces of art will come together to form a cohesive music video. Either way, the final video is set to debut on Topman TV on the 13th of March alongside a series of behind-the-scenes clips, which will reveal how fans' contributions have featured in the final product.

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