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Objectives

Vevo is the world’s leading all-premium music video and entertainment platform, with more than 10 billion monthly views generated by HD music videos, exclusive original programming and live concerts on Vevo’s website, the mobile web and apps. Nutmeg produced a two-part branded-content installment of Vevo’s popular “Tour Diaries” series featuring British rockers Bring Me the Horizon and Activision’s “Guitar Hero Live.”

Results

  • Bring Me the Horizon’s Fall 2015 album, “That's the Spirit,” debuted at #2 in the U.K. charts,, selling nearly two times the previous album, with 44,300 first-week sales.
  • Bring Me The Horizon was honored with the 2016 NME Innovation Award.
  • The band has 5.6 million Facebook followers, 1 million Instagram followers and 1.45 million Twitter followers.

Tour de Force

When Vevo approached Nutmeg to produce a two-part segment of “Tour Diaries” with British rockers Bring Me the Horizon, they didn’t ask about our capabilities but our availability. “It wasn’t, ‘Can you produce this?’ It was, ‘Will you produce this?’” says Executive Producer Mike Greaney, who served as director on the project. Vevo’s faith was based on a longstanding relationship: Nutmeg had previously produced a commercial for the launch of “Vevo TV” on Roku and edited several Vevo sizzle reels. Greaney had also produced the pilot for Vevo’s “Hot This Week.”

The goal, and the challenge, of the project was to capture a day in the life of Bring Me the Horizon on the road—from rabid fans, roadies and smoke machines to lasers, mosh pits and pre-show rituals—while seamlessly integrating mentions of the sponsor, Activision’s “Guitar Hero Live.” To that end, Greaney led a series of interview questions that subtly directed the conversation from general to specific. Discussions about what the band does to stay organized (“A good schedule,” says lead vocalist Oliver Sykes) and energized (“We brought a trainer out with us,” says drummer Matt Nichols) flowed naturally and organically into what they do to relax backstage and between gigs: they play video games, including Activision’s “Guitar Hero Live,” which features Bring Me the Horizon.

“I remember when I used to play ‘Guitar Hero’ back in the day,” says Nichols over video of him and Sykes playing the game. “I always used to wish that our band was on it. So, it’s pretty cool to be a part of it now… It might make people pick up a real guitar.”

The new live interactive version, Nichols continues, allows fans to be a part of the band, to feel what it’s like to play in front of a live audience.

“It gives you that buzz,” says keyboardist Jordan Fish.

Nutmeg’s Greaney says the production and editing crew were also buzzed about producing the short-form digital documentaries.

“I loved working with Vevo,” he says. “They were collaborative and welcoming and they gave us a unique opportunity to get up close and personal with a terrific band. The hardest part was deciding what to leave on the editing room floor. We had so much great footage we could have produced two more segments.”

“I loved working with Vevo. They were collaborative and welcoming and they gave us a unique opportunity to get up close and personal with a terrific band. The hardest part was deciding what to leave on the editing room floor. We had so much great footage we could have produced two more segments.”

Mike Greaney, Director, Nutmeg

Credits

Director: Mike Greaney
Director of Photography: David Waterston
Line Producer: Lauren Mullen
Associate Producer: Becca Quinn
Editors: Bruce Schechter (Part 1), Brian Donnelly (Part 2)
Mixer: Brian Beatrice
Colorist: Gary Scarpulla

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