To celebrate their big 5-0 on April 1st, Dr. Martens got 10 artists to cover 10 classic tracks and made 10 videos:  Noisettes cover Buzzcocks, DāM-FunK gets the Human League and The Duke Spirit do Sham 69, all with great videos by the best directors. So to show them off, we’ve built a website to be absorbed into Google, Facebook, Twitter, YouTube, Clipfish in Germany and Tudou in China. We wanted no barriers to it going global socially.

A week later, it’s got nearly 4,000 fans on Facebook and 50,000 people have watched the videos on YouTube, with lots more videos to come as the year goes on. There’s a blog written by passionate music journos Nina Manandhar and Nendie Pinto-Duschinsky, who just love their DM’s and want to see this go far, as well as the best-selling author Martin Roach and DM’s product designers.