British electronic artist Powell understands the power of email. First he published his correspondence with Steve Albini on billboards around the world. After that he set up a hotline for fans to contact him with requests, or just for a chat. Having built up a database of friends, he then approached them all and asked them to get involved in his new video.
His request was simple; film yourself destroying a melon and submit the footage for use in the new Powell video. The melon isn't a completely random fruit, Powell hosts an NTS Radio show called Melon Magic. The clip, however, is pretty wild. It turns out that melons are pretty tough, especially if you use your forehead to try and crack one open. The video is for "Jonny" which features Jonnine Standish of HTRK on vocals.
Check out the juicy new video above. Powell's debut album Sport is out on October 14.