Sigur Rós YouTube take over

YouTube, the leading online video community that allows people to discover, watch and share originally created videos allowed Sigur Rós to take over both the homepage on the global site and the UK YouTube site on Friday March 7th. They thus became the first group to ever have a feature-length music DVD streamed on the site, with their acclaimed 'Heima' documentary shown in its complete 97-minute glory.

Sigur Rós will also chose 10 videos to be shown on YouTube's home page for a full 24-hours, putting them before a global audience of hundreds of millions. The takeover follows the success of 'Minn Heima', a competition hosted on YouTube for fans of the Icelandic quartet to create their own version of 'Heima', using audio and video clips posted online. The 10 best entries, as judged by the band, were featured on the home page, alongside the film itself, as well as a special message from the band, who took time off from recording their new album in Reykjavik.

"What's great about the 'Minn Heima' contest is that fans were able to connect with the band on a whole new level, sharing their creativity through mini-films that are then judged and selected by the Sigur Rós members themselves," said Michele Flannery, music community manager, YouTube. "This event breaks down the walls between fans and musicians as they are able to directly participate in the creative process."
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