Marketing communication within the music scene is hitting ever higher crescendos. Gone are the days of focusing on consumers. Today it's all about building a community and inviting fans to be part of the musical experience. Is this the hottest new key to star status in the modern music industry? It very well might be.

The Harlem Shake, Gangnam Style and Happy are well known examples of how a song can go viral and how the contemporary audience is keen to take things to the next level by getting involved. And now this dynamic and engaging trend is actively being used by musical talents. This time Danish Anders Trentemøller invites his fans to take part in the ‘ Come Undone – DIY Video Project ’.

Although Come Undone was released in 2013 in the album Lost, on 27 October, 2014, the Danish producer encouraged his fans through his Facebook page to recreate and direct a music video using videos filmed during a rehearsal session for the ‘Reworked’ version of the track. The raw videos are available for download for the community of fans to play around with, provided they preserve the original audio track.

If you're interested, upload your version of the video to YouTube or Vimeo, and send it over to them. Maybe your video will be a major hit!