Social media is quickly becoming primarily about contests and prizes, and for so many brands the initial concept of engagement is sometimes being lost. Epic Records and Kaltura are partnering to bring fans the Chevelle Remix Site to change just that.

Epic Records, a leading record label owned and operated by Sony Music Entertainment and Kaltura, the developer of the first open sourced online video platform are promoting the release of Chevelle’s new album Sci-fi Crimes, featuring the hit single Jars. Fans are able to visit the site and create their own Jars music video using Kaltura’s new platform including its online remix tool.

“The value of Kaltura’s technology to us is the ability to encourage fans, both casual and die-hard, to engage on a deeper level with the Chevelle’s video. The user interface is simple and easy which makes it inviting to all, regardless of their skill level in video editing,” said Jason Lekberg, marketing manager at Epic Records.

The platform allows fans to mash-up video and soundtrack provided by Epic Records taken from the new album. Participants can drag and drop video clips from the approved library and then add transitions, effects, overlays and more, making their own customized videos.

As video becomes one of the most engaging sources of content online, platforms such as Kaltura’s remix tool provide extra exposure for brands when the opportunities for placement on traditional music video channels are shrinking, according to Lekberg.

“We are experiencing growing demand from agencies and brands for user-generated campaigns. Our remixing tool has proven to boost user engagement and time spent on site,” said Ron Yekutiel, Kaltura Chairman and CEO.