Swedish DJ/producer Alesso made pop history this weekend when his new music video for Tear The Roof Up became the first video to premiere on SnapChat.
(To watch this video in Creation 5, just tap here.)
For those who don’t know, SnapChat is the hugely popular photo and video app whose content is viewed a half-billion times daily. The video premiered exclusively on SnapChat at 11:30am (ET) and was followed by the official worldwide release at noon on Vevo and is now available for purchase on Beatport.
The trippy video was directed by Drew Cox and it has a slightly creepy feel which does keeps you hooked. The whole thing is in striking black and white and uses slow-motion imagery of different characters who are ready, we suppose, to ‘tear the roof up’. “It’s very intense, it’s very energetic and it’s a lot of fun,” explains Alesso.
The Grammy-nominated chart-topper looks set to make the transition from budding producer to household name. He is only 23 years old and has amassed 2.5 million followers on Facebook, almost a million followers on Twitter and 506,000 followers on Instagram. His upcoming debut album is highly anticipated by his army of fans – something they have been yearning for since the start of his career.
