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Sigur Rós take over YouTube homepage with full-length screening of ‘Heima’ and fan-created videos

6 March 2008 — YouTube, the leading online video community that allows people to discover, watch and share originally created videos, today announced that Sigur Rós will take over both the homepage on the global site and the UK YouTube site tomorrow (Friday March 7th), becoming 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. (see www.youtube.com/sigurros and www.sigurros.com)

Sigur Rós will also choose 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 (http://www.youtube.com/group/MinnHeima), 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, will be featured on the home page, alongside the film itself, as well as a special message from the band, taking 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.”

“Like all Icelanders we are intensely proud of our mighty homeland in the far North Atlantic. It is in our Viking blood to want to conquer nations and peoples, but our longboat was in the repair shop having the barnacles removed, so we just made a film to send out into the world on our behalf instead. It turned out all right in the end, and lots of people have already enjoyed it. Now it’s your turn. And a special thanks to everyone who entered the Minn Heima competition,” said Georg Holm, Sigur Rós.

YouTube home page takeovers are when all twelve available video slots on YouTube’s homepage are devoted to a specific theme and/or event creating a high profile impact for YouTube’s global audience of hundreds of millions.

YouTube has only previously hosted a handful of long form presentations on the homepage, and this is the first full-length music DVD. It is also the first -ever UK home page takeover since the launch of http://uk.youtube.com – the localized home page that allows for country-specific video rankings and comments.

About Sigur Rós
Sigur Rós consists of Jón Bor (jónsi) Birgisson (vocals, guitars), Kjartan (kjarri) Sveinsson (keyboards), Orri Páll Dýrason (drums) and Georg (goggi) Holm (bass). The band were formed by Jónsi, Georg and original drummer Agúst in 1994. They were later joined by Kjartan and when Agúst left the band after the recording of Agætis Byrjun in order to pursue a career in graphic design, he was replaced by Orri. Sigur Rós hail from Iceland, and rightly claim to bring you the beautiful landscape of their homeland with their music. www.sigurros.com

About YouTube
YouTube is the world’s largest online video community allowing millions of people to discover, watch and share originally created videos. YouTube provides a forum for people to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small. YouTube is based in San Bruno, CA and is a subsidiary of Google, Inc.

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