#Stormur

Sigur Ros' Instagram-powered music video.
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In the battle of Vine vs. Instagram video, Icelandic band Sigur Rós has taken sides. For their newest music video, the band asked fans to record their interpretation of the group’s track by tagging it with #stormur. The site pulls in live video against the track each time. The result is ambitious and a bit mixed. The split-screen divides your attention and likely makes editors cringe. But some footage is really beautiful. Best clip so far? A video of a cat watching #stormur.

This week’s Frandoms are by Sanya Grujicic, copywriter at Tribal DDB, Toronto.