Rap duo Rae Sremmurd's video offering for their single "Over Here" requires viewers to collaborate in order to watch it.

Hip hop’s forbearers have always readily embraced corporate driven collaboration. And though the partnerships were once more organic, (Run DMC had been incorporating Adidas into their trademark look before they appeared in advertisements, and LL Cool J was a Kangol bucket aficionado before they monetised his appeal), the sight of Kendrick endorsing Calvin Klein, and Drake hovering up advertising opportunities with big business like T-Mobile, should come as no surprise.

It turns out Rae Sremmurd’s tour diet consists largely of Doritos and Doritos Tacos, and in honour of their adoration for the savoury snack, the crisps giant have facilitated the production of their latest interactive video offering, “Over Here”. Both parties are clearly aware that the approach of, brand x artist = ad is outmoded in today’s ever-shifting musical climate. By embracing innovative technological advancements, “Over Here” attempts to push the boundaries of what we know to be a typical music video experience.

Get your friends, get your family, get all your phones together. Get this new music video, watch it together. Get as many phones as possible. We need y’all to do that right now - Swae Lee

Run the Jewels recently launched a virtual reality video for their single “Crown”, and though Rae Sremmurd’s “Over Here” is not as ambitious in it’s approach, nor immersive, it follows a similarly engaging path. Firstly, it can only be viewed via a dedicated Rae Sremmurd mobile site (which will doubtless expand to showcase more content from the brothers). Secondly, viewing requires ideally four handsets held in unison, which then form a larger screen. The video begins in a typically American high school canteen, but then transports the duo - via green screen – onto an interplanetary spaceship. The brothers then bring their inimitable rowdiness over Mike Will Made it production.

To view the video, click here.