Thursday, October 25

Sony teaser......

like.no.other

Weybridge, 25th October 2007 - Sony, has unveiled a new ‘first’ for its iconic WALKMAN brand with a ground-breaking commercial that introduces a unique approach to music in advertising. The pioneer of portable music will launch its next generation of WALKMAN digital media players with ‘Music Pieces’ which combines 128 musicians with talents from the film and pop industry to create an entirely unique acoustic and visual experience.

This is the first commercial which brings to life the concept of ‘monophony’, and is obtained by taking a ‘solo riff’ and turning it into an ‘ensemble riff’ by splitting it across a number of musicians. Hollywood music director Peter Raeburn [‘Sexy Beast’, ‘Birth’] composed a piece of music especially for the project, which was then deconstructed note by note and beat by beat to create music like.no.other.

Each musician was given just one note to play before being arranged by instrument group to form an ‘acoustic grid’ which was ‘conducted’ by top music video director, Nick Gordon [The Kooks, Muse, Supergrass], creating spectacular waves of sound and movement when each note was played in sequence to reconstruct the original tune.

Nick Gordon, Director, commented: “Technically, this has been one of the biggest challenges of my career. Not only were we experimenting with a musical style that has never before been attempted, we also had to make sure it worked as a visual performance. That meant overseeing 128 musicians playing everything from drums and pianos to kalimbas and electric guitars, which in turn meant we had to come up with a new technique for recording them. On top of that Sony’s commitment to ‘not faking it’ meant that we then had to film the whole sequence in one take. The end result justifies the means though!”

The new WALKMAN commercial continues Sony Consumer Electronics’ tradition of producing authentic ads that can be ‘done for real’. This meant using 98 microphones to record the track, 3 days to film it, one take to shoot it and 128 musicians that had to last 30 seconds without making any mistakes.

Hugo Feiler, General Manager for Audio Marketing Communications at Sony Europe said: “Sony’s WALKMAN brand is all about a shared passion for music bringing people together and creating experiences like.no.other. The new ad is the embodiment of those values. If you are at all interested in music, you should find something here that engages you and gets you thinking.”

A teaser of ‘Music Pieces’ is available now to view online at http://www.walkmanproject.com before it is released on TV, as well as watching behind the scenes footage shot on location during production of the ad, and immersing themselves in a unique acoustic and visual experience online.


WALKMAN® is a registered trademark of Sony Corporation. The names of actual companies and products mentioned herein may be the trademarks of their respective owners


via Sony

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