According to a release from the group’s label, Twenty One Pilots just earned the Guinness World Record for the longest music video ever.
The “Never-Ending” clip for the duo’s pandemic hit “Level of Concern” has live-streamed for 177 straight days thanks to fan-populated imagery that has kept the visual fresh for half the year.
The clip — conceived by the group with interactive director Jason Nickel and director Jason Zada — has cycled in more than 162,000 Skeleton Clique submissions, in real time, live on YouTube. The project launched on June 12 with a global treasure hunt that involved unlocking 20 codes, which in turn each unlocked virtual USB drives through which fans could download a zip file containing images, videos and symbols from the band’s personal phones, leading to more codes needed to solve the ARG game.
The video refreshed every 3:42 with new content from fans, creating more than 400 new versions every day. “Level of Concern” smashed the previous record holder, Pharrell Williams’ 24-hour long “Happy” video, with a total run time of 4,264 hours, 10 mins and 25 seconds before coming to an end on Dec. 16.
Watch the video for “Level of Concern” – here.
Editorial credit: Melanie Lemahieu / Shutterstock.com
