One Band. 24 Hours. A brand new song inspired by fans across the World
March 1, 2011
Coca-Cola and Maroon 5 Set to Make Music History with the “Coca-Cola Music” 24hr Session
On March 22 live from London, Coca-Cola and Maroon 5 are going to tear down the virtual walls of the recording studio and bring fans from around the world together for an unforgettable moment.
For one epic session, fans will be invited to inspire the band as they compose an original song in just 24 hours. Enabled by innovative interactive projection technology, fans will be given a virtual all-access pass to the studio by visiting www.coca-cola.com/music, where they will be able to interact with the band and lend their creative inspiration to lyrics, riffs and rhythms for the new single. They’ll get to weigh in throughout the process and, at the end of 24 hours, will have helped inspire a hot new Maroon 5 track to share with the world.
“Coca-Cola has a long history of using the power of music to bring people together from around the world in the most relevant and compelling ways." said Joe Belliotti, Director of Global Entertainment Marketing, The Coca-Cola Company. “We are excited to be working with Maroon 5. They have a huge global following and a strong track record of producing great music. They have worked closely with us to help shape the event and ensure the session will be a fun experience for fans no matter where in the world they are.”
The 24hr Session is part of “Coca-Cola Music”, an innovative new music program from Coca-Cola that will give teens the inside track on the creation of music and the opportunity to view the industry’s leading artists at work.
Streamed live at www.coca-cola.com/music, and produced by Wieden + Kennedy, the “Coca-Cola Music” 24hr Session will harness the real-time speed,
global impact and social power of the web, to create a unique and truly groundbreaking experience for the band and their fans.
“Coke challenged us to come up with a way to enable people everywhere to take part in the 24hr Session. We were really excited about taking an opportunity to fuse together social media and the recording studio. Crashing together the everyday social world of teenagers, and the exclusive and inaccessible world of the recording studio,” said Iain Tait, Global Interactive
Creative Director at Wieden + Kennedy. “We’re hoping to create something that feels part video game, part pop video and part reality TV show.”
The studio will be fitted out with cutting edge technology to allow the band to communicate with fans from across the world. The interactions will be centered on a movement based projection system that will stream the thoughts, inspiration and comments of fans onto the studio walls and direct to the band.
Rather than gathering around a computer to access suggestions, and questions from fans, a specially-constructed surface in the studio will be the canvas that will enable the band to interact directly with fans.
This unique interactive and real time visual spectacle will be the work of the Nexus Interactive Arts directing duo, Hellicar&Lewis and a world-class team of interactive designers. The use of technology and innovative experiential design will blend the analogue and the digital to create a unrivalled and unforgettable experience,
“This is the most ambitious and experimental effort in music Coca-Cola has ever undertaken. For the 24hr Session, we are deploying and developing new and emerging technologies to allow as many people as possible to be part of the event and gain insight into the creative process that goes into making great music” commented Joe Belliotti.
Throughout the 24 hours fans will be asked to send in words, pictures and comments to inspire the creation of the song and will even have a chance to ask questions of the band and help with critical decisions by voting for different options put to them by the band.
Adam Levine of Maroon 5 comments "The band all remembers when we were younger and making music in our bedrooms, trying to imitate our heroes. To be part of something global like this that gives an insight into what happens behind closed doors is really exciting. We're looking forward to being part of the “Coca-Cola Music” 24hr session and welcoming the world into our creative process."
Activating the brand’s extensive global fan network, the 24hr session will be promoted to over 20million consumers via the Coca-Cola Facebook page. The @CocaCola Twitter account will be used to keep fans informed about what is happening in the studio, invite inspiration as well as post updates and questions from the band. Also helping to spread the word and encourage participation, bloggers from nearly 20 countries will be onsite to keep their followers informed and involved in the process.
The digital hub, www.coca-cola.com/music will go live on February 25.