Kathryn Lindsay
April 25, 2016 8:54 am

How do you make a music video when everyone’s too busy looking at their smartphones? In the case of Japanese group Lyrical School, if you can’t beat ’em, join ’em. Their music video for their latest single “RUN and RUN,” which hit YouTube earlier this month, was made to look entirely like the screen of an iPhone — and now it’s taking over the internet.

Watching it on your phone, “RUN and RUN” instantly transforms from traditional music video to a unique digital experience that will have you accidentally clicking your phone while the women sing the catchy song.

The video features all the apps we use every day on our smartphones, but in a whole new way. It takes a simple concept (a group of young women dancing in a room) and reimagines it in ways that speak to our social media-obsessed hearts. Scroll through Twitter as Lyrical School dances and sings, hop in on a FaceTime call, and even upload videos to Vimeo as the group takes over our smartphones — and we’re not complaining, since they’re having so much fun doing it.

According to the website J-Pop Idols, Lyrical School is “female hip hop idol group” made up of six vocalists. The ladies formed back in 2010 under the name Tengal6, but this most recent video has hurdled them into the spotlight.

It’s impressive not just because of the effort that had to go into creating such a seamlessly perfect video, but also because the group is approaching music videos in a completely new way. As the Daily Dot explains, more and more users are going mobile when it comes to being online. This video caters directly to that, and indicates a larger shift in the way we consume our media.

But most of all, it’s just so freaking cool, and we can’t wait to see what Lyrical School comes up with next. Watch the video (on your phone, duh) below!

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