Universal Music UK’s in-house creative agency Globe and The Chemical Brothers have teamed up on a brand partnership with Formula 1, in what the division is calling one of its “biggest collaborations to date”.
The partnership, managed by Globe, saw The Chemical Brothers create a three second track called WGTT15000BPM F1 NEEEUM MIX, which will be used as the sport’s “new global sonic identity”.
Globe is Universal Music UK’s in-house creative agency, production company and sync team.
Globe worked in collaboration with UK-based advertising agency Wieden+Kennedy on the Formula 1 project.
The track, which Globe claims is “the fastest remix of all time” is a reworking of The Chemical Brother’s single We’ve Got To Try, which will become ‘the sound of the 2019 season’ and is taken from forthcoming album No Geography (Virgin EMI).
The accompanying video was commissioned by Globe/Virgin EMI, directed by Ninian Doff and produced by Pulse Films.
“The engineering challenge of creating the fastest remix intrigued us as F1 fans and music producers,” said Tom Rowlands of The Chemical Brothers. “It’s exciting to hear our music in the context of F1. The speed and intensity of F1 is a nice reflection of our music and live shows.”
Ellie Norman, Director of Marketing & Communications of F1, said: “As pioneering sound engineers, with music to match the speed and intensity of F1, there’s nobody better for us to partner with than The Chemical Brothers.”
Sarah Desmond, Globe
Sarah Desmond, SVP Strategic Marketing & Partnerships at Globe said: “We have produced an exciting & innovative project and a world first. We are proud to have helped deliver this collaboration between The Chemical Brothers and Formula 1. It is a great example of how a team effort between our sync and partnership departments can deliver excellent work.”
Added Desmond: “The project was conceived and delivered in record time in terms of both delivering the soundtrack and the music video. The launch date of the campaign was fixed due to the first race of the season. The campaign was a huge undertaking given the deadline.”
Adam Gardiner, Globe
“Adam Gardiner, Head of Film & Sync at Globe added: “This is one of Globe’s biggest collaborations to date encompassing all aspects of what we can deliver.
“As a case study this is the blueprint of what Globe can offer. The project couldn’t have landed at a better time to coincide and launch the 2019 F1 season, and ahead of The Chemical Brothers’ album’s release. Virgin EMI proved to be the perfect label partner for this project.”Music Business Worldwide