The critically acclaimed Danish band, Mew, and the award-winning audio video brand, B&O PLAY by Bang & Olufsen, have teamed up in a global campaign to create-an innovative music application, Sensory Spaces. Sensory Spaces is an interactive music application that will be available in August 2013 and will allow Mew fans the ability to navigate through musical rhythms, beats, vocals, and acoustic metrics in an physical dialog that will lead up to Mew’s next single. The first official preview of the new Application “Sensory Spaces” is to be released Wednesday, June 12 in Copenhagen. Additionally, this week in New York City, Henrik Taudorf Lorensen, Corporate Vice President of B&O PLAY will present the Sensory Spaces preview to top music executives, consumers and media attendees at the 2013 New Music Seminar.
The remarkable corporation between Mew, and B&O PLAY was built on the ambition to build appreciation for sound and set new standards for band/brand meetings by providing new value for music lovers and the entire listening experience.
“We wish to encourage and share the thrilling experience of listening carefully to music and through that, we want to celebrate quality,” states Corporate Vice President for B&O PLAY, Henrik Taudorf Lorensen. “Ultimately, that is what B&O PLAY’s products do: Provide a better quality through both the reproduction of the music and the design.”
“The music experience is not just music, but also the world you create around the music. We want to add colors and dimensions to that world,” says Mew lead guitarist Bo Madsen.
The new Sensory Spaces application will be an engaging experience that lets the user navigate through a string of musical spaces containing bites and elements of Mew music. This experience is a path into the heart of Mew’s universe and a new platform showcasing the significance of a high quality sound experience. The full application for smartphone and tablet will be released in August 2013, leading up to Mew’s forthcoming single. A teaser site will be launched at www.sensoryspaces.comon June 12.
Working with Mew and B&O PLAY in this project is Danish agency VOLUME who specializes in partnerships between artists and brands. CCO and co-founder Johannes Dybkjær Andersson underlines the ground-breaking nature of this partnership. “We are dealing with a unique campaign, a creative meeting built on shared values with an outcome that seeks to have direct relevance to both Mew’s hundreds of thousands of fans and the B&O PLAY customers. If you want to truly engage with the music scene as a brand, you need to earn your way by providing new and meaningful content – and that is the core of this partnership.”
Since forming in 1995 Mew has stunned music fans from Australia to Norway, from Japan to Mexico. In early 2013 Mew reported that the band had chosen to go completely independent after a decade with Sony Music. At the same time the band revealed that they were preparing for a new album. The latest album ‘No More Stories …‘ came in 2009 and received international praise from leading media such as Pitchfork, NME, All Music Guide, Spin, Drowned in Sound, AV Club and Popmatters. Famous Mew-fans include the likes of U2, R.E.M., Kings of Leon, Coldplay, Nine Inch Nails and Katy Perry.
About B&O PLAY
B&O PLAY by Bang & Olufsen was launched January 2012 with the aim of providing premium listening and viewing experiences to digitally connected design fans. The brand interprets the Bang & Olufsen heritage in products suitable for an active and mobile lifestyle. In just one year, four different B&O PLAY models have won a collected amount of 10 international design and innovation awards.
SOURCE B&O PLAY by Bang & Olufse