My Chemical Romance - #SINGItForJapan
What this video is
Released April 2011 in direct response to the catastrophic Tōhoku earthquake and tsunami that struck Japan on March 11, 2011, #SINGItForJapan represents a landmark early example of Twitter hashtag activism being channeled into a tangible commercial and artistic charity product. The hashtag organically emerged from MCR's global fanbase before the band formally adopted it, reversing the typical top-down charity…
Why it matters
Represents a critical transitional moment in alt-rock and emo music video history: the shift from high-concept, band-performance-centric narrative videos (as seen in MCR's own 'Sing' and 'Na Na Na') toward socially engaged, fan-participatory UGC formats. The video demonstrates how the Danger…
The director
Ray Toro is the lead guitarist of My Chemical Romance and produced/arranged the #SINGItForJapan recording. Claire Marie Vogel is a Los Angeles/New York-based director and photographer who graduated from CalArts in 2010. Her music video work spans artists…
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