Team Sky has linked with music producers The Elite to create a bespoke soundtrack called ‘Go Far’ to support the team’s bid for the 2012 Tour De France.
Working from the premise that music has always had an important role to play within professional sport and professional cycling, the production duo’s brief was to create some bespoke music that will deliver a distinct musical signature for the team.
The Elite consists of two hot young British producers called Z-Dot and Dan Dare.
Their recent production credits include working with Wretch 32, who currently fronts adidas London 2012 #TakeTheStage campaign, as well as other artists such as Drake, Maverick Sabre, Trey Songz and Wiley.
Team Sky’s objective is to underpin its digital content and deliver a brand-style sonic signature.
The track has been launched with a seeded viral trailer that is running across several cycling websites as well as on Team Sky’s own digital channels.
The Full track will also be available across iTunes and Spotify from July, but can be listened to online at Soundcloud.
Comment:
From ‘Three Lions’ to ‘World In Motion’, England’s national football team has typically had its own track recorded for major international competitions, but this is a first for professional cycling.
While Team Sky has yet to launch its full sponsorship campaign for this year’s Tour De France, 2012 looks set to focus more on team branded digital content across its own channels – including facebook, Twitter, the team website and its iPhone app.
Last year saw an eco-focused activation with ‘Rainforest Rescue’ (see previous case study).
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