Black Cab Sessions Gets Grimy with The Square

Just So has pulled off an online music first with a cool new interactive music promo created for its Black Cab Sessions platform.

The film allows the viewer to watch and interact with multiple perspectives of a one-take performance from nine-piece London grime group, The Square, using the 1, 2 and 3 buttons on their keyboard for a unique custom experience.

Premiering on The FADER, the film is now available to view at the Black Cab Sessions site. The sessions are traditionally recorded in one vehicle but because all nine members of the group could not fit in one cab for their performance, Just So had to come up with another plan.

The film agency arranged three different taxis to carry three each, sync them up over radios and got them to perform part of their Lewisham McDeez anthem at the same time, which was filmed in one take.

It then used its Viewshift technology, which allows viewers to seamlessly switch between multiple camera angles, to bring the three cab performances into one interactive experience and the project marks the first time it has been used in music content.

“Black Cab Sessions is a project we are all extremely proud of at Just So, and it was great to be able to use the technology we have developed to push the creative and technical possibilities of the platform," says Simon Bell, content strategist at the agency.

“The Square are a group full of energy and surprises and the ability to switch between cabs adds another dimension to the user experience. For us, this is where Viewshift and other content technologies are most potent, when they are helping to enhance the experience for the viewer. Black Cab Sessions has been a key player in online music content since we started back in 2007, and it’s great to still be doing innovative things in this space.”

The Square add: “It was our first time in a black cab, we've never mc'd in a cab before but it was fun, especially on the round about when we were shouting.”