‘Something To Hide’ - A Video with Fans, For Fans from Grandson

Fans spilled across streets in downtown London, moshed in broad daylight and powerfully chanted as Grandson made a space for him and his fans to engage, make friends, make memories and make a music video for his single ‘Something To Hide’.  

Artist and fan engagement is vital in the music industry and authentic voices of fans are rarely heard. American- Canadian singer songwriter Grandson has used his song ‘Something to Hide’ to not only represent fans but also bring them together alongside him as an artist.  

Going back to April 2023, Grandson released a vulnerable and honest single ‘Something To Hide’. When commenting on the song he said, “I talk about themes of addiction, mental health and trauma fans of mine will be familiar with but through the lens of my own family and our upbringing.” and he hoped that “somebody else might hear their own story in it.” Instead of stopping there, he took his idea forward to incorporate his own experiences alongside fans breaking that artist and fan barrier.  

Grandson started forming his ideas by taking to social media and requesting fans to provide him with their ‘biggest secrets’ with the promise of anonymity. Jumping to September 2023, these secrets were plastered across a wall on a Billboard in Clapham, London ready to be the background for the music video Grandson was going to film with fans.  

Grandson took the opportunity to invite fans to film the music video with him, mid-day, downtown London, around 100 fans and intrigued passersby. I was lucky enough to attend the event and it was clear the second I arrived just how considerate Grandson was being with fans.

Another person who attended the event said they felt that the way Grandson ‘wanted to talk to everyone, be close to everyone, answer every question and sign every piece of paper’ were part of what made the event to special.  

Before starting one of four takes for the video, Grandson took the time to individually meet the fans who had arrived. Not only did he say a quick hello, but he also engaged in conversation, asked and remembered fans names. Artists can create a sense of community and connection and foster a deeper relationship with their audience', which is exactly what Grandson managed to do.  

Getting closer to the start time, fans spilled onto the street buzzing with energy and excitement. Grandson, alongside his band moved in equipment setting up a makeshift performance area. The energy didn’t die down whilst waiting, Grandson enlisting a fan to tape his signature ‘XX’ logo onto the drums and riling up the crowd. Coming to the event as a singular fan didn’t last long, the encouragement to talk and get to know one another not going amiss.  

As the event started, the packed crowed radiating energy could be compared to a standard gig as an act entered the stage. Instead, distant sirens, the quiet buzz of traffic and excited chatter filled the air as we anticipated what was about to happen.  

‘Something To Hide’ was played through multiple times, a few takes in preparation for the video that was to come. By this time, he had also drawn a crowd watching from over the road, joining in despite being unsure quite who had taken over the streets of London playing hard hitting rock music before midday.  

After the recording, he didn’t just rush off, him alongside his band stayed to speak to fans, pose for photos and grab some content for his own Instagram. 

This event is a perfect example of how an artist can interact with fans, whilst doing something creative at the same time. Not only did the video create long-lasting memories for everyone there its release received more engagement in comparison to previously released videos highlighting the effectiveness of the experience.  

Another fan at the event felt that Grandson ‘showed love to everyone and got everyone involved which doesn't happen very much’. I created a poll asking ‘Do you think engagement between fans and music artists is important’ 96% of 190 people felt it was important. The final product of the music video represents exactly this, engagement whilst showing the enjoyment and the unity he created with the event.  

An attendee at the event said ‘Grandson creates this powerful connection with us, fans, and it's an incredible feeling. No artist would succeed without fans, but so many of them forget about that and just chase money and fame, but not Grandson’ summing up this fan fuelled music video perfectly.