Currently going super-viral on the web is this video for Japanese band Sour's new single Hibi no Neiro (Tone of Everyday).
It took four directors - Masashi Kawamura, Hal Kirkland, Magico Nakamura and Masayoshi Nakamura – and a cast of Sour fans across the world filming themselves on webcams.
While you could argue that a video should never eclipse the song, this one is inspired stuff. And a great example of how bands can utilise their audience.
Watch Sour's Hibi No Neiro (Tone Of Everyday) below.