Queen — We Are The Champions

JUL 01 1977 · 12:00

Queen — We Are The Champions (1977) Director: Derek Burbidge Era: Classic Rock Video Dawn (1977) - Pre-MTV promotional film era, when band-commissioned promos were distributed to TV shows; predates the music video as an art form by several years Exceptionally high. This is one of the earliest extant fan-audience promotional films in rock history, directed by Derek Burbidge — one of the defining figures of the late-1970s/early-1980s British music video scene. The video documents Queen at the precise cultural inflection point between album-rock prestige act and global anthem institution. Its production context — a ticketed fan event that doubled as a shoot — is historically unique and prefigures later innovations in experiential music marketing. The existence of a documented alternate monochrome cut further enhances its archival and editorial research value. Context: Released on 7 October 1977 as the lead single from Queen's sixth album News of the World, 'We Are the Champions' arrived at the cusp of the punk revolution in Britain yet achieved mass popular success by doubling down on anthemic, participatory arena rock. The video's use of a real fan audience at the New London Theatre was a pioneering production decision, collapsing the boundary between promotional film and communal event. The song reached number 2 in the UK and number 4 on the US Billboard Hot 100. It was inducted into the Grammy Hall of Fame in 2009 and voted the world's favourite song in a 2005 Sony Ericsson poll. A 2011 academic study identified it as the catchiest song in pop history. Its ubiquity as a victory anthem — first adopted by a sports team as early as 1978 — makes this video a document of a cultural artefact in the precise moment of its creation, before its meaning was transformed by decades of collective use. Director notes: The video for 'We Are the Champions' was filmed on 6 October 1977 at the New London Theatre Centre, London. It was notably the first Queen promotional video to incorporate fan club members as an audience. Attendees received a free advance copy of the single, which was officially released the following day on 7 October 1977. Following the video shoot, Queen performed a short free concert for the audience as a thank-you. An alternate version of the video, beginning in monochrome before transitioning to colour at the drum and guitar entrance, was later broadcast on Top of the Pops 2 and was drawn from alternate footage recorded on the same day. The video was subsequently included in the 2002 compilation Queen: Greatest Video Hits 1, for which Burbidge also held a directorial credit.