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"RIM VPs made a splash on the Internet Tuesday with a musical love letter to developers. Posted on YouTube, the video sparked headlines suggesting the performance was everything from the beginning of a new marketing campaign to RIM jumping off the deep end.\n\u201CWe\u2019ve been trying for so hard and for so long to be the best company for developers to work with. That\u2019s what we were trying to say,\u201D Alec Saunders, VP of Developer Relations &amp; Ecosystem for RIM and lead singer in the video, told Mashable.\nThe video, as its title suggests, was made specifically for developers in the audience \u2014 not necessarily the general public \u2014 and came out of Saunders's desire to do something other than a traditional corporate ramp up video during the developer conference keynote.\n\u201CThe BlackBerry developer community are pretty passionate people. They liked the last one, and we wanted to do something that was just for them,\u201D Saunders said. \nYes, there was a last one. The group actually made its musical debut at BlackBerry World earlier this year in Orlando, although the first video never made it to YouTube.\n\u201CIt\u2019s a way to poke a little fun at yourself and do something humorous. The developers in the crowd love that stuff, and we had a lot of fun with it.\u201D\n\nSEE ALSO: RIM Reveals More Details About BlackBerry 10 [PICS]\nWriting the lyrics for the song was a joint effort between RIM and a professional with a background in music who helped them match lyrics with the actual tune. Since RIM is offering developers a number of tools to work with, the original lyrics the songwriter came back with included a \u201CKeep on loving tools\u201D chorus, which obviously required a little tweaking before they hit the stage.\nBut this was not just a video for show; the trio actually has a musical background.\n\u201CWe got lucky. I can sing,\" Saunders said. Although the video is lip-synced, Saunders' singing background gives the videos a realistic feel.  \n\u201CChris Smith plays in a band. When he\u2019s out there in the parking lot scene he looks natural because he does play,\u201D he added.\nThe people in the back of the video are students at a local college for rock musicians.  They happen to be enrolled in a class on creating music videos, so RIM offered them an opportunity to experience making a video firsthand and earn a little cash in the process.\nSaunders said the shoot took about six hours to complete and taught the trio a bit about music videos.\nFor instance, in the opening scene with the smoke, the group had to wait for 30 minutes for the smoke to settle so it looked a certain way \u2014 otherwise it would have looked like cigarette smoke was being blown at them.\nIn one scene in the video, Saunders is spinning around with his arms stretched out. For that shot there\u2019s actually a Steadicam operator literally running circles around him filming.\nSo what\u2019s next for the group? Saunders can\u2019t promise they\u2019ll be back with another hit single, however, he won\u2019t rule it out.\n\u201CI\u2019d love to try some David Bowie.\u201D\nWhat do you think of RIM\u2019s music video for developers? Let us know your thoughts in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/09/27/rim-video/>