The FINANCIAL -- The Beat Wall tells the story of how the sounds of sport and music were
fused together by GRAMMY award winning producer Mark Ronson, with lyrics
and vocals provided by 2011 Mercury Music Prize nominee Katy B.
According to the Coca-cola Company, together they created the Coca‑Cola anthem, Anywhere in the World which is part of Move
to the Beat, Coca‑Cola’s global teen focused campaign that celebrates
the beat of London 2012.
The ambition of Move to the Beat is to bring teens closer to the Olympic Games and to sport in general. Harnessing teens’ passion for music, and drawing inspiration from London’s musical heritage, the campaign fuses London music with Olympic sport to connect young people to London 2012.
The dramatic Beat Wall, an urban artwork painted by a collective of internationally acclaimed young artists, marks the launch of the Move to the Beat campaign. Situated in Hackney, East London, the 25 metre wide by 10 metre tall artwork was created by photorealists Neil Edward, Hadley Ever and Smug.
The Beat Wall is a visual dramatisation of the Move to the Beat campaign, portraying how Ronson travelled the world gaining inspiration for the anthem and meeting young athletes to record the sounds of their sport, before teaming up with chart-topper Katy B to provide the vocals.
The unveiling of the Beat Wall marks the launch of the Coca‑Cola Track the Beat Facebook app and the Move to the Beat television commercial which launches across Europe and the globe to engage teens with the spirit of the London 2012 Olympic Games.
Track the Beat actively engages teens by encouraging them to ‘collect beats’ through Facebook to gain access to exclusive content and prizes.
Move to the Beat is brought to life through the television commercial which will be broadcast globally and features the anthem itself. Revealed online today, the ad was filmed in front of a live festival-style audience of London teens and sees Mark Ronson and Katy B performing alongside some of the international athletes whose sporting sounds have been used to provide the beat of the track. The commercial will premiere in GB with a specially extended two-minute spot during the 2012 Brit Awards on Tuesday 21st February.
The creation of the song was also captured in a feature-length documentary, charting Mark Ronson’s journey around the globe to record the sounds of sport. A 30 minute edit of the documentary was broadcast on Channel 4 on Wednesday 15 February and will be available on 4OD later this spring.
The anthem will provide the soundtrack for mobile and digital platforms and Coca‑Cola events during the London 2012 Olympic Games while also being available to buy as a single later this year.
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