For 24 hours from now (5pm, Tuesday), Maroon 5 will be live in a studio in London as part of the Coca-Cola Music campaign. Fans of the band can interact with them online, and help them compose a song, which will be completed within the session.
The project was conceived by Wieden + Kennedy and features innovative technology to help fans interact with the band, designed by Hellicar & Lewis, directors at Nexus Interactive Arts. “We are using OpenFrameworks to allow us to take input in real time from the band’s instruments and their movements in front of a large-scale projection-mapped sculpture,” explain the directors. “When the fans visit the site they’ll be able to see the studio from a variety of angles, and comment via social networks. These comments will then be projected into the studio in real time, allowing a feedback loop between band and audience.”
As well as commenting, fans can suggest ideas for lyrics, riffs and rhythms for the new single, that will be composed entirely from scratch during the session. “Coke, the band, and the agencies involved have all been adamant that we have to do this totally for real,” says Iain Tait, global interactive creative director at Wieden + Kennedy. “This is about a band and the audience working together to create something new in a new way. It’s an experiment and there are risks. But that’s what’s going to make it interesting.
“Social media gives us the opportunity to bring fans and artists closer than ever before,” continues Tait. “And Coca-Cola wanted to find a way to open up the recording studio and let fans be an integral part of the creative process… The session that we’ve created is an exciting experiment in creativity, participation and technology. It’s going to be a lot of fun.”
Maroon 5 are live in the studio now, awaiting your input – go to coca-cola.com/music to join in with the recording and watch the band at work. We’re guessing that this particular music session will be more good clean fun than Rolling Stones-esque debauchery, but hey, you never know what might happen at around 4am…
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