The countdown has started for yet another addition to Absolut Tracks. This time Lenny Kravitz’ work is about to be extended. You can download the ‘breathe’ track already, see the interview and get the wallpapers. Let’s see what comes next…
From the Press Release:
‘We are thrilled to have Lenny Kravitz with us on our creative journey and in this, our first high-profile music project’ says Michael Persson, Global Brand Director for ABSOLUT VODKA. ‘Not only is he supremely talented; his output, inspired by so many genres and eras of music, defies categorisation, making him truly individual – a quality which means he is perfectly at home with the creativity of ABSOLUT.’
Kravitz recorded a new song entitled “Breatheâ€, which will be featured in the campaign. Although this collaboration marks Absolut’s first collaboration with a musician, the brief given to Kravitz was exactly the same as the one any world –class artist working with the brand would receive: present your personal interpretation of Absolut and its core values. The result is a track that is a transition from Kravitz’s traditional rock and roll to a distinctly dance music sound, with minimal lyrics, a memorable melody and pulsating beat.
Kravitz said that he was inspired by Absolut’s core values of clarity, simplicity and perfection. ‘There’s nothing more simple, clear or perfect than the essence of true love,’ he says. ‘Once I’d felt that, the track just came.’
Read more. | Check out AbsolutKravitz.
winkstermexx
March 24, 2006 at 10:33 am
This is a great concept in its whole, although there may be a few people out there who do not agree with the cross culture of blatant advertising from a huge alcohol company and the “creative flow” of progressive music.
if you put the crassness aside and take it for what it really is (creativity, experimental music spanning the world through technology and dare I say it something fun) then you’ll agree with me. If I was a CEO of Absolut and had worked my ass of getting the company to the position it’s in now and if I had a passion for music/video and talent then I would love to get a project as ambitious as this off the ground. I hope it gets the exposure it deserves.
If I may add a few notes about the site…
As you may expect from some of the producers/artists listed it gets a bit “Housey” for the best part, but check out the following for a different slant on Mr Kravitz:
ERIC ROBERSON squeezes a soft breakbeat mix out of Kravitz with a dreamy bass and synth riff.
THE PRESETS from OZ get into some kind of industrialised approach with funky overtones…within 30 seconds you’ll be shaking your hips.
WANG LEI at great talent from China strides alongwith subtle pace. He’s an obvious drum and bass/rock/techno surgeon.
LUNY TUNES producers and originators of Mas Flow records (puerto Rico based) personalised Kravitz with their contemp reggae/latino R&B sound…rumour has it that they have got hold of Ricky Martin.
So try it and download some of the videos and tunes available, but also check out each artists own bio/interview…that’s the bit that makes me want to trust this project