[yellow tail]'s Wine Orchestra project attracts hundreds of wine musicians
TORONTO, Nov. 5, 2012 /CNW/ - Hundreds of Canadians have answered the call to join the [yellow tail] Wine Orchestra by uploading videos of themselves making music by clinking, dinging and tapping on their favourite [yellowtail] bottle or wine glass.
The videos were uploaded onto wineorchestra.ca, and now, internationally renowned composer Kutiman, has turned the videos into a symphony of sound. By mashing the best videos together he has created an orchestral piece entitled 'The Wine Orchestra Players'.
The Kutiman-created holiday video composition will be released on wineorchestra.ca this week, supported by a multi-media campaign including outdoor boards, rich media online banners, print advertising and point of sale material.
Kutiman, the Israel-born musician, is known for his innovative 2009 release ThruYOU, an online music video project mixed from samples of YouTube videos. ThruYOU received more than 10 million views in the first weeks of launch and was named one of the best inventions of the year by TIME magazine.
"We are very excited to be working with Kutiman to develop the [yellow tail] Wine Orchestra project. [yellow tail] is based on the belief that great wine can be great fun too, so creating music out of whatever objects are at hand is a perfect expression of the brand's fun and spontaneous nature," said Samantha Marks, Brand Manager of [yellow tail].
TBWA Toronto worked with [yellow tail] to develop the [yellow tail] Wine Orchestra project, which was launched in May. For each submission from the May launch until September 30, [yellow tail] donated $1 to the Unison Benevolent Fund, a charity which helps musicians keep playing by offering financial assistance to anyone in the industry facing hard times.
Great Big Sea front man Alan Doyle also joined the campaign to help support other Canadian musicians through Unison, and his own video is included among those created by [yellow tail] fans.
"Canadians can log on to wineorchestra.ca and listen to what Kutiman has created from the video clips and share it with their loved ones this holiday season - it's a fun display of music made by Canadians, for Canadians," said Samantha Marks.
Hear it all here: www.wineorchestra.ca
SOURCE: Yellow Tail
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