Downtown Records asked us to promote The Academic’s new single ‘Bear Claws’. The Academic are super tight live musicians– so we pursued a unique twist on their live performance. We discovered that when you stream on Facebook Live, it takes some time before the video pops up on your page. And that you can create an infinite loop-effect by filming your own Facebook-page during that livestream. After an intense R&D phase, we successfully turned Facebook Live’s delay into an audio/visual loop-sampler - precise enough to loop the song. We rearranged every instrument to fit the length of Facebook’s delay and introduced the musical layers one by one. The whole recording was live and had to be performed spotlessly in a single take. The music video reached reddit’s front-page and went viral overnight.