An example of how an indie music video can be incorporated into a converging multimedia marketing campaign is Years & Years' Shine. Soon after the initial release, magazine Spin released 3 variant videos which incorporated the themes of 'light', 'dark' and 'shadow'. These videos were to be accessed in a "Choose Your Own Adventure" style during a live interactive event on Channel 4. The viewers were encouraged through a hashtag to vote live for which version of the video should be shown.
This example would work very well as a campaign for my video as you could have one video solely documenting the young character and one the older, and the showing on a main music channel such as 4 would attract a wide audience to see my video. After this TV event, I would upload the alternate videos to YouTube to be accessed worldwide and spread the word of their arrival via Twitter, continuing the use of the hashtag.
