Track Features GRAMMY Award Winner Mark
Ronson And 2011 Mercury Prize Nominee, Katy B
"Sport
is music in the way that it has so many different natural rhythms... when I was
recording the athletes I wasn't really thinking of them in terms of athletes
performing a sport, I was thinking of them as people in an orchestra."
Mark Ronson
Fusing
the sounds of sport and music. Anywhere in the World, the anthem for the Coca-Cola
London 2012 Olympic campaign launched globally today. Available for purchase
online, the exclusive track is the centerpiece of the brand's Move to the Beat™
campaign.
Move
to the Beat ™ is designed to bring teens closer to the Olympic Games and to
sport in general by engaging them through a fusion of two global teen passions
- sport and music. Drawing inspiration from London's musical heritage, the
campaign combines London music with Olympic sport in an effort to connect young
people to London 2012.
"The
number one passion point for teens is music," explains Shay Drohan, Senior
Vice President of Sparkling Beverages, The Coca-Cola Company. "Through
Move to the Beat™, Coca-Cola is inspiring teens around the world to move to the
beat of London and come together in the biggest Olympic Games activation in our
84-year partnership."
Coca-Cola
Presents the Beat of London 2012
The
creative process behind the production of the track has been brought to life in
an engaging hour-long documentary currently airing across the globe. Ronson
traveled the world gaining inspiration for the song and meeting young athletes
to record the sounds of their sport, before teaming up with UK chart-topper
Katy B to provide the vocals. The athletes whose sounds form the beat of the
track are:
Maria
Espinoza, taekwondo athlete from Mexico; Dayyan Jaffar, archer from Singapore;
Darius Knight, table tennis player from Great Britain; David Oliver, 110m
hurdler from the United States; Kseniya Vdovina, 400m sprinter from Russia.
In
this musical experiment, Ronson recorded the array of sounds that each athlete
produced while participating in their sport. He used innovative methods to
capture the unique sounds of each individual sport, like cycling alongside
hurdler David Oliver with a microphone to yield the sound that is produced at
the precise moment his feet hit the ground.
"If
someone had just sent me a hard disk of all these sounds of athletes, the track
wouldn't have been anywhere near as three-dimensional as it is because I needed
those personal experiences with those athletes," said Mark Ronson.
"It's just so important to be there to see these athletes and spend so
much time around them and be in their environment to understand how to make
this track.
Global
Digital Experience
Teens
across the world are invited to be a part of Ronson's journey and the Games
through The Coca-Cola Company's largest-ever digital program. The Create my
Beat desktop application (www.coca- cola.com/theolympics) creates
individualized beats by mixing a teen's personal musical preference and their
sporting interest with their online social media footprint. Once created, the
personalized experience can be uploaded to The Global Beat , a worldwide online
community that brings together individual beats to create an ever-evolving
global music collaboration.
Mobile
Experience
The
My Beatmaker app for smartphones (available for free download online) goes one
step further, using groundbreaking ZooZ technology to enable teens to create
their Beat through the motion of their phone. The innovative technology detects
the movements of the phone and transforms them into unique sounds.
ANYWHERE
IN THE WORLD is
available for download at www.mymusicstore.com.ph, the Philippines BIGGEST
online music store where you can buy songs from international and local
artists!
