LONDON - Last night, over 1000 fans of electronic music and street art witnessed an explosive creative collaboration when the two worlds collided at a warehouse party organized by burn -- a leading energy drink from The Coca‑Cola Company.
The event marked a ground-breaking partnership between GRAMMY® award-winning DJ and producer David Guetta and Los Angeles-based Filmmaker and critically acclaimed Pop Artist Mr Brainwash aka Thierry Guetta. Transforming the exhibition space into the set for a music video shoot, footage from the night will be used for Guetta's new track 'Metropolis', which he has produced with up and coming superstar DJ Nicky Romero.
Mr Brainwash, together with boutique agency Deviant Ventures and What A Music directed the shoot, which included a two hour set from Guetta, back-to-back with a set from Nicky Romero and warm up by Turkish DJ Dogus Cabakcor.
David Guetta says, "Last night was incredible, unlike any event I have played before. I mean how often do you get to DJ with the Queen and Prince Philip, albeit a cardboard cut-out puppeteered by that crazy loveable mad man, Mr Brainwash? It's cool to do stuff that's a bit different and give something back to my fans. Burn have been brave enough to give me the opportunity to experiment and create through a unique video concept and I can use my platforms to share something I am super passionate about, street art."
Mr Brainwash says, "Working on this collaboration has been a liberating experience because burn has given myself and David a free reign on the creative process allowing us to both genuinely deliver a visionary music video for David's track Metropolis."
Dan White, Group Category Director for Energy Drinks at The Coca‑Cola Company said, "If the main objective of this event was to inspire creativity then last night absolutely did that. Anyone that came to the event couldn't fail to be impressed by the electric energy created by David and Thierry - the final output of this partnership is going to be incredible."
To see what happened when these two visionaries came together, fans can visit www.facebook.com/burnenergy and witness the fusion of art and music as history was made.
Burn is a category leader in the global energy drink explosion. The red formula is a symbol of active fire, that provides Guetta & Guetta and other drinkers 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.
It has been a banner year for David Guetta since the August release of Nothing But The Beat . In the 7 months since release the album has sold 2.3 million albums and 14 million tracks. In addition to the GRAMMY® nomination for Best Dance Recording, the album was nominated for Best Dance/Electronica Album. It was also named the iTunes Rewind 2011 Best Dance Album. In October Guetta was named the #1 DJ in the world in the influential DJ Magazine Top 100 DJs poll, Guetta was also nominated for two MTV Europe Music Awards, a BRIT Award, an Echo Award, and a Victoires de la Musique Award. For more information on David Guetta, please visit: www.davidguetta.com, www.youtube.com/davidguetta, www.facebook.com/davidguetta, www.twitter.com/davidguetta, and www.myspace.com/davidguetta.
Mr Brainwash is the moniker of Los Angeles based filmmaker and Pop Artist Thierry Guetta. He is considered one of the most prolific and talked about artists of today with five major art shows under his belt already. On August 5th, Mr. Brainwash will embrace the global art scene by taking over The Old Sorting Office, a colossal space centrally located next to the British Museum at the corner of New Oxford Street and Museum Street in London, during the Olympics this summer. The Old Sorting Office will act as a canvas for Mr. Brainwash's latest original works in a larger than life exhibition that will be his first European show. http://mrbrainwash.com/
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 employees. For more information, visit www.coca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.