A moment from a playtesting / publicity event for the Dancetag project as part of the Digital Festival in Brighton. A group of women enthusiastically obliged. They played the part too – insisting they ‘dance round their handbags’. Interestingly, the app completely failed at this moment – the dancers couldn’t hear the music over traffic noise (hence their demand that Ian ‘give them a song’) and the video didn’t capture despite three attempts. This video was shot as ethnographic footage.