South African band Gangs of Ballet today became the first in the country to release a music video exclusively on Twitter.
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The video, for the group’s latest single “Love Is On Its Way”, comprises footage of with the band performing the song to a 30 000 strong crowd at 94.7’s Joburg Day in September 2014.
“We’re so glad that we get to be a part of this moment as this gets launched,” says Brad Klynsmith, lead singer and guitarist of Gangs of Ballet. “Having had such an amazing show and to have the experience launched on this platform is a treat for us and is such a rad way to kick off 2015.”
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@GangsOfBallet “Love Is On Its Way” video, live at #JoburgDay @947Highveld. First African act with Twitter Video!
https://t.co/ddkyc4miaW
— UniversalMusicSA (@UMGSA) January 12, 2015
This is not the first Gangs of Ballet have used technology to release new material. In 2014, they used Instagram to create a fan-made video for an earlier single, as well as having embedded extra content on the physical release of their album, ‘yes/no/grey.’, using the augmented reality app Layar.
