Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
A J-pop band appears to hack into iPhones in a new vertically shot music video
Move over OK Go, a spunky Japanese girl group has officially made the coolest music video of the moment.
For its new single “Run and Run,” J-pop girl band Lyrical School produced a mesmerizing video, produced in a vertical format, to make it appear as though they’ve hacked into your iPhone. (And, yes, the video is iPhone-specific. Sorry, Android users.)
In the three-minute video, uploaded to Vimeo on April 6, the six of them take over the viewer’s phone and go on a whirlwind social media tour, making good use of Vine, Twitter, FaceTime and the phone’s camera.
Here’s the video, but the effect is best if you watch it on your iPhone, as intended.
The plot may be lost on non-Japanese speakers, but the effect translates nicely. The video even includes push notifications from (between?) band members, giving the viewer a little second-hand dopamine rush.
It’s Lyrical Run’s first music video and it’s already making an impression. The video is trending on Twitter in Japan ahead of its April 27th release and racked up 50,000 views within the first day of its release. It now has more than 1 million views.
More in Media
What publishers are wishing for this holiday season: End AI scraping and determine AI-powered audience value
Publishers want a fair, structured, regulated AI environment and they also want to define what the next decade of audience metrics looks like.
Digiday+ Research Subscription Index 2025: Subscription strategies from Bloomberg, The New York Times, Vox and others
Digiday’s third annual Subscription Index examines and measures publishers’ subscription strategies to identify common approaches and key tactics among Bloomberg, The New York Times, Vox and others.
From lawsuits to lobbying: How publishers are fighting AI
We may be closing out 2025, but publishers aren’t retreating from the battle of AI search — some are escalating it, and they expect the fight to stretch deep into 2026.
Ad position: web_bfu