Video// Best viral music video of 2017

Stop whatever you’re doing and just take this video in.

Every once in a while, a band comes along that does something new with a music video and completely blows everything else out of the water. About a decade ago, OK GO stole the show with Here It Goes Again. In 2013, Arcade Fire made waves with an interactive video for Reflektor.

And now, in 2017, The Academic have manipulated Facebook Live to give an awe-inspiring ‘live’ performance of recent single Bear Claws. The band spotted the delay between a Facebook broadcast starting and it actually going live on the site and, with excruciatingly precise timing and flawless execution, set about making a live performance to remember.

There are no words for the greatness that unfolds. It is simply mesmerising.

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