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Avicii Takes the Driver's Seat
06-20-2013
LONDON, Thursday June 20, 2013 Lighting his way to the top of music charts around the world, international DJ Avicii announces a new collaboration with Lotus F1® Team. Fuelled by burn, the new track will interpret Lotus F1® Team’s experiences in motorsport and will take inspiration from the human emotion of the drivers, the ebb and flow of the race and the intensity of the atmosphere at the racetrack. Avicii will perform the experimental new track live for the first time in full at burn Yard™ Live in Budapest on July 26, 2013.
To develop the new track, Avicii will immerse himself in the world of F1® by visiting Lotus F1® Team at their Enstone home for an intensive course in Formula 1. The DJ will take to the track with Lotus F1® Team drivers, record their heartbeats and tap into the emotions of the race before translating his findings into music.
Avicii said: “Lotus F1 Team are very passionate. They want to win every race and they are always looking for creative solutions to get them in front. This is exactly how I like to approach making music. The races are very intense so I am working with Lotus F1® Team to explore the complex emotions of the drivers and how they feel when they are behind the wheel. That is the emotion that I am trying to capture with this new track and hopefully we will inspire a new set of people to think a bit differently and explore their own creative talents."
In just a few years, bedroom music-maker turned international superstar Avicii has seen his music burn through dance floors across the globe like wildfire. This year is already shaping up to be the busiest of Avicii’s career as he prepares to launch his debut album. Now, following his number one collaboration with Nicky Romero, I Could Be The One, Avicii is joining a global collective of cultural innovators on the burn Yard™ program.
burn Yard™ is a new global program from burn, the leading energy drink from The Coca‑Cola Company, designed to champion creativity. The burn Yard™ program aims to nurture and inspire creative talent and provide a platform to showcase groundbreaking ideas to the world and inspire everyday creativity in everyone. The activity will culminate at burn Yard™ Live, a live showcase event that will take place in Budapest on July 26, 2013.
Throughout the night a crew of burn Residency DJs and electronic dance music legends from around the world will entertain the crowd, culminating in a headline appearance from Avicii. Residency DJs Yamoto, from Japan, and Italian duo Fire Flowerz along with Denmark’s Rune RK and local Hungarian dance act Metha b2b Mira will each take a turn at the decks as the event stretches into the early hours.
Prinz M. Pinakatt, Global Director Sports & Entertainment Marketing, The Coca‑Cola Company said, “Our sponsorship of F1® aims to shatter conventions and inspire a collision of creativity across different artistic disciplines to create something new and unique. F1® is noisy and intense so there will be plenty for a talented producer like Avicii to sink his teeth into. The track we create will be a real expression of collaboration between Avicii, the musician, and motorsport.”
The members of the burn Collective are international DJ Avicii, street artist M-City, conceptual artist Gerry Judah, skateboarder Rune Glifberg and Lotus F1® Team. The team will work together on a series of unique creative fusions including the collaboration between Avicii and Räikkönen to capture the passion of F1® on record.
burn Yard™ Live will showcase a series of creative collisions on July 26, 2013.
- ENDS -
Notes to Editors and About the Collective
Avicii
What Avicii and his manager Ash Pournouri have managed in a few years is astonishing. Beginning his career at 18, the self-taught, fresh-faced Swede that is Avicii has had greater success at 22 than most could ever hope for in a lifetime. With chart-toppers such as Seek Bromance, My Feelings For You, Fade into Darkness, Silhouettes and LE7ELS, Avicii has, since 2008, risen from bedroom music-maker to international superstar. He has headlined Ultra Music Festival with Madonna, completed a $1 million charity tour with his manager Ash Pournouri, done an exclusive collaboration with Ralph Lauren: Denim & Supply and embarked on one of the biggest Electronic Dance Music arena tours to date. Avicii now stands shoulder-to-shoulder with the most in-demand and elite artists on the planet.
About BURN
BURN® energy drink is a category leader in the global energy drink explosion. The red formula is a symbol of active fire that provides drinkers with the energy needed to leave their original vision on the world. Dismantling category norms, consumers embody a live-out-loud mentality, without fear of boundaries created by society. BURN is a brand of The Coca‑Cola Company. BURN is available in over 80 countries worldwide.
About The Coca‑Cola Company
The Coca‑Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca‑Cola, the world's most valuable brand, our Company's portfolio features 15 billion-dollar brands including Diet Coke®, Fanta®, Sprite®, Coca‑Cola® Zero™, vitaminwater®, Powerade®, Minute Maid®, Simply™, Georgia™ and Del Valle®. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit www.coca-colacompany.com/, follow us on Twitter at www.twitter.com/CocaColaCo or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company/.
