VICE enlists Midnight Juggernauts to re-record track for Sony headphones via Euro RSCG
Following their successful campaign for the Sony NEX-5N VICE have again worked with Sony and Euro RSCG; only this time it’s to espouse the incredible listening experience of the XBA-4 headphones; a range that lets you experience music “as it was meant to be heard”.
To put the new product to the test, VICE enlisted the acclaimed act Midnight Juggernauts (pictured left), asking the group to re-record a song from their back catalogue.
Choosing a song that (upon release) had differed from their original idea gave the band the opportunity to re-create a version truer to its first iteration, and Sony the tool to prove to consumers the amazing quality of the headphones. In both cases supporting the idea “as it was meant to be heard”.
‘This New Technology’ was the track chosen – a stomping rock track released in 2009 that began life as more of an electronic offering. The band’s aim was to return to the more minimal sonic tableau of the demo. To do this, they visited an underground cave location with sound engineer Byron Scullin, exploring a new range of recording and production techniques and capturing all manner of reverb drenched, percussive instruments, sounds and technological tricks.
The resulting track, ‘This Newer Technology’, pushes the boundaries of live recording, mastering and the headphone experience and is available to fans of both the brand and band as a free download on the XBA-4 campaign microsite. The microsite, featuring both the track download and a short documentary on the project, is driven by media across VICE.com and a number of music and tech sites, online PR and POS.
Midnight Juggernauts said: “Every song can have different lives. The original version of ‘This New Technology’ had more guitar in it and a dreamy outro, but we also saw it could have this other synthy, cavernous sound to it That’s something we wanted to experiment with, to explore that avenue and play with new recording and production techniques to bring out the life that was hidden away.”
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Nice one Vinnie