*** Welcome to piglix ***

Shine (Years & Years song)

"Shine"
Years & Years - Shine (cover).jpg
Single by Years & Years
from the album Communion
Released 3 July 2015
Recorded 2014–15
Genre
Length 4:14
Label
Writer(s)
Producer(s)
  • Years & Years
  • Ralph
Years & Years singles chronology
"King"
(2015)
"Shine"
(2015)
"Eyes Shut"
(2015)

"Shine" is a song by British electronica trio Years & Years for their debut studio album, Communion (2015). It was released on 5 July 2015 by Polydor Records as the album's fifth single and is the third track on the album. "Shine" peaked at number two on the UK Singles Chart.

The song premiered on 11 May 2015 as Annie Mac's Hottest Record in the World, and is their follow-up to "King" from the album Communion. Vocalist Olly Alexander explained that the song uses light as a metaphor to pertain to the "overwhelming and unstable feeling of falling in love". The track was written for his new boyfriend and marked a change in style. "I know he would’ve said he liked it, but it really mattered to me whether he truly liked it or not. But he did, and I was so relieved".

A music video was created for the song. It features the band traversing a house in which assorted supernatural occurrences occur. The band took inspiration from the films E.T. the Extra-Terrestrial, Poltergeist, and Close Encounters of the Third Kind. An interactive music video was later released for the record, billed by Spin magazine as "a choose your own adventure", in which the viewer may pick from either "Choose Light", "Choose Dark" or "Choose Shadow". The live interactive event using the three video sequences was premièred on the UK's Channel 4, Friday 10 July 2015 in a three and a half minute advert break controlled by viewers tweets as a promotion for the single Shine and the Communion album using the hashtags for the three colour styles, refreshed every 30 seconds on viewers votes. The creative agency The Outfit produced the advert for Polydor Records. Channel 4 and Years & Years embraced the take over. "Viewers’ tweets will be counted live during the ad break and tallied every 30 seconds, while the two alternative music video choices to the performance playing in full screen will be displayed as insets". Jack Melhuish, the marketing director at Polydor Records said "Giving fans and viewers the chance to control and direct a TV advert as it happens has never been done before and plays perfectly into the band’s ethos of rewarding their fans and always being on the cutting edge". Promonews reported that nearly 14,000 tweets were made during the event and more people were pulled into watch the event rather than the programme which contained the ad break. The performance was also simulcast to a global audience via the bands website, Twitter and Facebook feeds and subsequently was made available as an interactive video.


...
Wikipedia

...