TOOHEYS EXTRA DRY: THE LAB WINNER ANNOUNCED!
CONGRATULATIONS TO SYDNEY ACT DANIMALS
Following the successful launch of Tooheys Extra Dry: The Lab, world famous musician and producer Mark Ronson has personally chosen Sydney act Danimals from hundreds of entries Australia wide. Danimals will fly to New York to collaborate with Ronson in his studio with Santigold, Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and members of The Dap-Kings.
The final track, written and produced in Tooheys Extra Dry: The Lab, will feature as the soundtrack for Tooheys Extra Dry’s next national advertising campaign, and the winner’s journey will be filmed from start to finish, resulting in a fly-on-the-wall documentary for release in March next year.
Danimals mastermind Jonti Danilewitz said: “We’re having a pretty hard time picking up what’s left of our minds after being selected by Mark Ronson for The Lab in New York “we’re incredibly ecstatic beyond belief! It’s completely surreal and incredibly scary to be honest!”
Mark Ronson on winning act Danimals: “I love their stuff; I thought they were incredibly original, really unusual and one of the most interesting things I’ve heard in a while. They are the winners who will be coming over to New York to collaborate with myself and my talented friends in The Lab.”
Danimals began, largely, as a solo project for Sydney artist Jonti Danilewitz. But it wasn’t long before Danimals turned into a five-piece for live shows, transcending far beyond Jonti’s original concept. With the intention for each show (and music in general) to have an exciting, rhythmic element, the band revolves around three drummers that rotate around a single drum kit and separate synth and percussion stations.
As a product of experimentation in indie music, particularly the fusion of rock and electronic sounds, Danimals takes a focus on rhythms and the deconstruction of traditional song structures to create bouncy, experimental music. While still in its infancy, the band has landed support slots for international acts like Metronomy, Yacht, King Khan and The Shrines, Why? and Patrick Wolf. Most recently they have been nominated in the “Next Big Thing” category for a SMACS (Sydney music, Arts and Culture Awards), to be announced later this month.
“We’re thrilled Mark Ronson picked Danimals to be the winner of The Lab”, said Josh Gaudry, Tooheys Extra Dry Marketing Manager. “Having the opportunity to collaborate with such talented international musicians will no doubt launch this rising artist to the next level, and we are looking forward to hearing the next soundtrack to our advertising campaign”.
Check out www.tedthelab.com for extended special content and to track Danimals’ journey.
Key Dates are:
4 December 2009: Winner Announcement and extended special content launched at www.tedthelab.com
7 December – 11 December 2009: Writing week with collaborators in New York
January 2010: Documentary trailer launched
4 January – 11 JanuaryÂ 2010: Recording week in New York
March 2010: TV campaign, track release and documentary launch
For more information, please contact Hannah Cooper at Peer Group Media on firstname.lastname@example.org / +61(0)431 985 018.
Notes to Editors:
Full terms and conditions can be found at www.tedthelab.com.
About Tooheys Extra Dry
Tooheys Extra Dry has more than six years experience working with the music industry, including festival sponsorships and brand initiatives such as uncharTED, uncharTED LIVE and 6 Beers of Separation. The brand is well-known for pushing boundaries with its advertising campaigns and breaking new creative ground through use of music. Its infamous “Tongue” ad used the relatively unknown Benny Bennassi track “Satisfaction”, which resulted in the track becoming a radio and dance floor hit in its own right.
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