According to the team, “just like at real festivals there was a long queue to get in, longer queue for the toilet, and a random shoe in the mosh pit.” At a time when consumers are experience deprived the video is a playful reminder of the joy of festivals, from a band that the BBC’s Steve Lamacq dubbed the “Lords of Toddler Metal.”
Hearne added: “This year, Download Festival was cancelled. Glastonbury is cancelled. Bloodstock is cancelled. So, we wanted to capture the epic atmosphere of these events and make Slay Duggee the headline act (move aside Metallica!) It took us a few weeks to buy enough human models to build a big enough crowd, and to stock up on the lights to create an epic stage show. There is enough fire to rival Rammstein, and a model of Stonehenge as a nod to the mighty Spinal Tap.”
Animal Crossing has been the stand out tech phenomenon of lockdown, providing a lifeline and soothing loneliness at a time when consumers are physically disconnected. The game emerged as the top-selling of lockdown. The antithesis of games such as Call of Duty, Animal Crossing eschews conflict, instead inviting players to plant flowers, catch butterflies and customise their homes and outfits.
Now the game is also helping Slay Duggee fulfil its mission of getting kids into heavy music, by giving them their first taste of a live show. In a year when so much live music is on pause, it's a creative distraction we can all do with.