Hollywood Composer Hans Zimmer Helped Create the Sound for the BMW Vision M NEXT

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BMW Owners Experience Hans Zimmer Music
Hans Zimmer BMW Group

Hollywood composer Hans Zimmer is known for the countless soundtracks he’s worked on for films including Pirates of the CaribbeanThe Lion KingInceptionThe Dark KnightPearl Harbor and more.

Now, he’s taking his musical skills to another forum — cars. The award-winning record producer teamed up with Renzo Vitale, acoustic engineer and sound designer at the BMW Group, to compose the sound for the BMW Vision M NEXT Opens a New Window.Sports Car.

“I have always been a BMW enthusiast. As a kid I used to recognise my mother coming home by the sound of her BMW. I am thrilled to get the chance to design the sound of future electric BMW’s and create emotion for the future electric driving experience,” he said in a press release. 

Hans Zimmer and Renzo Vitale
Hans Zimmer and Renzo Vitale. BMW Group

BMW Vision M NEXT drivers can expect to use all of their senses while getting around from place to place. 

“When the driver interacts with the accelerator pedal it is not only a mechanical touchpoint, but also a performative element. Accelerating becomes an experience during which the driver moves through a series of gradually morphing sound textures,” Zimmer added. 

The composer and Vitale created these unique sounds for the BMW Vision M NEXT in Zimmer’s studios in London and L.A. with the intention of bringing a new way to engage drivers.

“We envision sounds that celebrate the beauty and complexity of our vehicles and that are able to move people. I see designing people’s future acoustic environment both as a privilege and as a responsibility,” Vitale said.

BMW Owners Experience Hans Zimmer Music
Hans Zimmer BMW Group

“The development and composition for the sound of the Vision M NEXT was mainly inspired by light installations from James Turrell and Ólafur Elíasson. In particular, Turrell realized works known for the illusion of an infinite space, which creates a magical experience for the spectator. The idea behind the Vision M NEXT is to recreate this sense of wonder through sound,” Vitale continued. 

The partnershipOpens a New Window. was curated by the experiential agency Mirrored MediaOpens a New Window.. The BMW Vision M NEXT car debuted at BMW’s tech conference, the BMW Group #NEXTGen, in Munich on June 25, 2019 and the company plans to offer at least 25 electrified vehicles by 2023.

Read the entire article HERE

ELECTRIFYING SOUND FROM HOLLYWOOD LEGEND HANS ZIMMER.

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Hans Zimmer, Renzo Vitale

ELECTRIFYING SOUND FROM HOLLYWOOD LEGEND HANS ZIMMER.

19. August 2019
BMW Group Blog

In electrified vehicles, the engine sound has to be redesigned because the drive trains are so quiet. For the BMW Vision M NEXT, Renzo Vitale, acoustic engineer and sound designer at the BMW Group, therefore joined forces with a genius from the world of sound: Oscar-winning film composer Hans Zimmer.

The Lion King, Inception, Pirates of the Caribbean – Hans Zimmer’s soundtracks are beloved by millions around the world. However, his latest work is not playing at the local multiplex, but in the ears of BMW Vision M NEXT drivers: The award-winning composer helped create the sound for the recently unveiled electric car.

But how do you approach a challenge like this? “When we develop and compose the sound for an electric vehicle, we are creating memories for future generations. People will say: Yes, that’s what a BMW sounds like,” says BMW sound designer Renzo Vitale. He speaks from experience, having already developed the sounds for the acoustic pedestrian protection required by law since July 2019.

For Hans Zimmer, the process was similar to adding sound to a film. “I imagined the following scene: It’s early morning; the sky is grey. You walk to your car, but you don’t really want to go to work. But when you start the car, the first sound you hear strikes a wonderful chord – like a Beach Boys’ or Beatles’ song.”

Hans Zimmer, Renzo Vitale
Hans Zimmer, Renzo Vitale

What was particularly important to both sound creators: “We didn’t want to simply imitate the old world.” Vitale even goes a step further: “We envision sounds that celebrate the beauty and complexity of our vehicles and that are able to move people.”

So, what does the BMW Vision M NEXT sound like? Renzo Vitale: “Very unique, because the sound is propulsive, elevating and morphing at the same time. The development and composition for the sound of the Vision M NEXT was mainly inspired by light installations from James Turrell and Ólafur Elíasson. In particular, Turrell realised works known for the illusion of an infinite space, which creates a magical experience for the spectator. The idea behind the Vision M NEXT is to recreate this sense of wonder through sound. Hans Zimmer adds: “When the driver interacts with the accelerator pedal, it is not only a mechanical touchpoint but also a performative element. Accelerating becomes an experience during which the driver moves through a series of gradually morphing sound textures.”

Hans Zimmer, Renzo Vitale
Hans Zimmer, Renzo Vitale

Anyone can check out the sound for themselves in the latest BMW Vision M Next video, presented at #NextGen, or download the sound file for the Boost+ Mode here:Download here

See the full post on the BMW Group Blog

EventMarketer: The 2019 IT LIST: Recognizing the Top 100 Event Agencies

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The experiential marketing industry’s first and only comprehensive guide to the best agency partners in the business

Mirrored Media is honored to announce that we have been named one of Event Marketers top experiential agencies for another consistent year.

The Event Marketer annual It List turns 17 this year, and like all 17-year-olds—it’s going through some changes. The It List is designed to reflect the changing needs of the brands and marketers who use it. So this year, they gave the It List application a facelift—tweaking the questions and selection criteria to better illuminate the agencies that are keeping pace with the industry—and what you need to be successful.

Among updates, they put less emphasis on office culture and years in business and more emphasis on strategic thinking, creative culture and work. “We wanted to understand better how the most innovative companies in events think. We also put more emphasis on new work as well as metrics, giving those companies delivering exceptional results for clients higher marks on our checklist. And we weighed the overall growth of the organizations: their top headlines of their year, awards won, client wins and new hires.

This year’s list is comprised of start-ups and boutiques, legacy shops and monolithic organizations. Some have a few dozen employees, and some, hundreds worldwide. Some specialize in b-to-b, while others, in b-to-c. Some, in a little of both.

As we have remarked over the past 17 years, the It List selection task is no walk in the park. Every year we huddle together for several weeks, scrutinizing newbies and veterans alike, digging through portfolios of work, and tracking the standout programs that captured the industry’s attention—all to provide the brand community the list of who it should be working with this year, and why. “

Check out the Mirrored Media portfolio HERE. See the entire list HERE.

Mirrored Media Awarded Gold, Silver, & Bronze in Summit

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Mirrored Media is proud to announce that we’ve won three Summit Creative Awards for 2018’s BMW i Road to Coachella in the following categories:

Gold: Social Media Campaign

Silver: Online Campaign

Bronze: Engagement/Experiential

Small and medium-size agencies worldwide produce a great deal of outstanding advertising, yet creative competitions are dominated by large advertising agencies, large clients, and large budgets.

Since 1994, the Summit Creative Award has recognized creative firms and helped them stand out in the crowd. This international advertising competition offers participants a unique opportunity to showcase their talents alongside similarly positioned agencies, and to have their work judged by experts in the advertising field. Our exclusive award-selection process means winners have earned the right to broadcast their achievements far and wide.

Companies and individuals from more than 50 countries and across five continents have participated in this prestigious 25-year competition – the first and best of its kind.

The Summit Awards is the oldest and most prestigious organization administering marketing awards exclusively for small firms. Throughout our twenty-five year history, the SIA Creative Award is established as one of the premier indicators of creative and communication excellence. Using stringent evaluation criteria and a blind judging process, the Summit International Awards competitions reward only those firms whose work exemplifies the best in its class.

Read more about the Summit Awards here.

BizBash: How VidCon Attracts “the Most Media-Savvy Audience in the World”

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The 10th edition of the online video conference targeted Gen Z with colorful, interactive booths and lounges that encouraged creativity.

ANAHEIM, CALIF.—In 2018, VidCon general manager Jim Louderback proclaimed that VidCon attracts “the most media-savvy audience in the world.”

That idea was once again on display at the 10th edition of the convention, its second since being acquired by Viacom. The four-day event, which ran from July 10 to 13 at the Anaheim Convention Center, drew 75,000 fans, video creators, social media influencers, and other industry attendees.

This year, the convention—which was named to BizBash’s list of Southern California’s top 100 events again this year—tested out some formatting changes, most notably with the addition of six-minute case studies, a series of rapid-fire presentations from the likes of Netflix, Microsoft, Chipotle, and Electronic Arts.

The convention also featured the inaugural pet programming zone this year, co-hosted by animal-focused YouTube channel The Dodo. The area offered panels on how to turn your pets into social media stars and featured meet-and-greets with famous animals including Sunglasses Cat, Escobar the Bearded Dragon, and dog and pig duo Pickles and Dill. 

In another shift from previous years, TikTok was arguably the biggest winner of the weekend: The short-form video platform—which has 1.2 billion monthly users and was the third most-installed app worldwide so far this year—had a presence at VidCon for the first time. While popular YouTube creators were given extra security and private transportation after massive crowding in previous years, TikTok stars were still largely accessible to fans, generating the weekend’s biggest buzz.

One place that TikTok stars were not accessible, though, was the platform’s ultra-exclusive—and ultra-buzzy—after-party at Bowlmor Lanes. The guest list was strict: Only creators could enter, meaning fans and marketers were stuck following the festivities from afar. 

One thing stayed the same, though: Brands such as YouTube, Facebook, MTV, Adobe, NBCUniversal, and more asked the Gen Z-focused crowd to embrace their creative sides at colorful, interactive booths, lounges, and activations. Here’s a look inside some of the weekend’s brand highlights.

NBCUniversal

NBCUniversal’s “Share Your Voice” activation, produced by Mirrored Media, encouraged VidCon attendees to discuss all the issues that matter to them, from politics to the influencers they love. Attendees could step into a video booth to record their own segments of Snapchat news show Stay Tuned, where they discussed the causes they’d like to see featured on the news.

NBCUniversal’s “Share Your Voice” activation, produced by Mirrored Media, encouraged VidCon attendees to discuss all the issues that matter to them, from politics to the influencers they love. Attendees could step into a video booth to record their own segments of Snapchat news show Stay Tuned, where they discussed the causes they’d like to see featured on the news. Photo: Mirrored Media

In one area inspired by E! News’ The Rundown, attendees could choose from a menu of phrases—from “Treat Yourself' to “This Is a Case for the FBI”—to have printed on branded T-shirts from a digital printer. They could also help paint a mural by artist Amy Tangerine.

In one area inspired by E! News’ The Rundown, attendees could choose from a menu of phrases—from “Treat Yourself” to “This Is a Case for the FBI”—to have printed on branded T-shirts from a digital printer. They could also help paint a mural by artist Amy Tangerine. Photo: Mirrored Media

In another area inspired by the People’s Choice Awards on E!, attendees could walk down a black carpet and pose for photos and then write in their choices for the awards.

In another area inspired by the People’s Choice Awards on E!, attendees could walk down a black carpet and pose for photos and then write in their choices for the awards. Photo: Mirrored Media

Invisalign

Several brands also activated outside the convention center. Invisalign hosted a 15-foot-tall candy station, which featured 20 candy dispensers in the colors of the Invisalign logo. Each dispenser was custom-engineered by producers Mirrored Media to withstand the weight of the candy and the heat of the sun.

Several brands also activated outside the convention center. Invisalign hosted a 15-foot-tall candy station, which featured 20 candy dispensers in the colors of the Invisalign logo. Each dispenser was custom-engineered by producers Mirrored Media to withstand the weight of the candy and the heat of the sun. Photo: Mirrored Media

Awesomeness TV

Mirrored Media also created two custom photo wall backdrops in the VidCon courtyard, including a custom Awesomeness TV sequin wall.

Mirrored Media also created two custom photo wall backdrops in the VidCon courtyard, including a custom Awesomeness TV sequin wall. Photo: Mirrored Media

Invisalign & Awesomeness TV

The two brands teamed up for a large-scale rainbow slide, produced by Mirrored Media. Guests could race each other on branded slide mats.

The two brands teamed up for a large-scale rainbow slide, produced by Mirrored Media. Guests could race each other on branded slide mats. Photo: Mirrored Media

Read the whole story on bizbash.com.

EventMarketer: Cultivating Conversations: One-on-One Interactions Drive Engineer.ai’s Conference Strategy

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Toronto-based Collision attracts over 25,000 of the world’s largest buyers and sellers of technology each year, making it a prime setting for tech brands to share the perks of their products with a captive audience. For Engineer.ai, a startup that helps entrepreneurs bring their ideas to life through customized software, North America’s fastest-growing tech conference, this year May 21-24, was an ideal place to exhibit its Builder tool to drive on-site sales. The brand’s strategy ultimately proved to be a success, enabling over 20 platform builds, which add up to more than $1 million in revenue.

Engineer.ai’s Builder product breaks projects into small “building blocks” of reusable AI-powered software features that are customized by a human engineer, giving just about anyone the ability to realize an idea, whether it’s a social app or e-commerce platform, without learning how to code. Playing off of the building blocks concept at Collision, the brand erected a colorful two-story booth featuring modular cubes to facilitate a variety of brand-customer interactions.

Meeting rooms equipped for one-on-one meetings was a key element of the brand’s booth strategy.

Given that Engineer.ai is just over a year old, mass communication was key to its on-site strategy. To that end, the brand built four touch screens into the façade of its booth and held live demos just outside it to draw in passersby. (The brand’s primary sponsorship of Collision’s Pitch startup competition also helped increase visibility.)

“Oftentimes, we’ve found that people might be a little bit timid walking around a conference room floor,” says Lauren Crist, U.S. marketing and communications lead at Engineer.ai. “But the moment we asked them, ‘Have you ever had an idea that you’re looking to build or bring to life,’ everybody said ‘yes.’ So, having those live demos and touch screens externally-facing has really given us a good platform to showcase what we can do for someone early on.”

In addition to brand awareness, cultivating intimate conversations and individual sales meetings was also a chief priority for Engineer.ai. To encourage attendees to schedule one-on-one meetings ahead of the conference, the brand directed them to a microsite where they could pre-book a spec meeting with a product expert. The strategy helped Engineer.ai line up over 50 consultations before the start of the event. On-site, its booth design further promoted individual interactions via two open meeting spaces and five private meeting rooms equipped with computers and screens where brand experts helped customers develop and “spec out” their customized platforms.

“Everyone wants to talk to an expert and be heard, and the power of the product is that they’re able to see, in real time, the cost associated with that and the actual process, so everything’s guaranteed,” says Crist. “Events have been a super powerful way for us to convey that in the digital age where there’s a lot of content online, searching and finding different solutions can be difficult, especially for the audience we’re looking to go after. So, this has been a really powerful channel for us.” Agency: Mirrored Media, Santa Monica, CA.

The booth’s building blocks theme played on the functionality of Engineer.ai’s Builder product.

Read more at eventmarketer.com

Tayler Schaut Awarded Top 50 Women in Events

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Mirrored Media is proud to congratulate our very own Tayler Schaut for winning one of LASSO’s Top Women in Events for 2019

“The world needs strong women. Women who will lift and build others, who will love and be loved. Women who live bravely, both tender and fierce. Women of indomitable will.” ~ Amy Tenney

“The event industry is both intense and competitive, but it is also incredibly rewarding. While it takes hard work and dedication, event professionals also get the unique opportunity to make the most exciting and lasting experiences come to life. Many women are breaking through the industry’s glass ceiling and are paving the way for a more diverse and equal landscape. Things are changing. Women play an incredibly important role in this industry – driving both value and inspiration to ensure successful events. LASSO wants to take the opportunity to recognize these top performing, well-deserving women.

Last year, LASSO launched our first annual “Top Women in Events” awards where we aimed to recognize some of the most hard-working and talented women in the industry. Today, we are more excited than ever to announce the 2019 winners. Similar to last year, this year we asked our network of the very best event companies for nominations on who they thought should be recognized. The response was inspiring. We received over 100 nominations of amazing women that make an impact on this industry day in and day out. It was difficult to narrow these nominations down to highlight the Top 50. We are excited to highlight these powerhouse women. They deserve to be acknowledged because of their positive impact on growth and the success of their teams. “

Congrats to Tayler and all 50 women. See all of the winners HERE.

TechCrunch – Hans Zimmer is composing the sound for BMW’s electric vehicles

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Hans Zimmer, the film score composer behind dozens of Hollywood movies including The Lion King and Inception, is shaping what the next generation of BMW electric vehicles sound like.

Zimmer and Renzo Vitale, an acoustic engineer and sound designer at the BMW Group, recently composed the sound for the BMW Vision M NEXT, the concept that had its world debut June 25.

BMW’s project with Zimmer ties into its new “BMW IconicSounds Electric” sound brand.

“We want to get BMW IconicSounds Electric in position for customers who value emotional sound. With BMW IconicSounds Electric they will be able to experience the joy of driving with all their senses”, Jens Thiemer, senior vice president of the BMW brand, said in a statement.

The pair composed the drive sounds and sound signs for the BMW Vision M NEXT together in Zimmer’s studios in London and Los Angeles. Watch the video below and listen for the wooshing sound that is produced as the vehicle accelerates. Sadly, it’s not the soundtrack of Inception playing on repeat.

The vehicle, which debuted at the NEXTGen event in Munich, will not be in your local BMW dealership any time soon. It’s a concept that should show where the automaker is headed in terms of design, electric vehicle plans and technology like its next generation adaptive cruise control system, which will be able to detect and automatically stop at red lights.

But customers can expect the next generation of electric vehicles to come with special acoustics meant to mimic the feeling a driver might get when they’re behind an M5 or other BMW with an internal combustion engine. It appears BMW’s next slate of electric vehicles could arrive sooner than originally planned.

The automaker announced at the NEXTGen event that it’s running ahead of schedule in its efforts to produce least 25 electrified vehicles. BMW, which was aiming for 2025, now says that it will offer these 25 vehicles by 2023.

The idea isn’t to make an electric car sound like an ICE vehicle. Instead, the sound is meant to match the power and speed of the electric vehicle.

It turns out that BMW has been working on artificially generated sound since at least 2009. Engineers wanted to increase awareness of the traditional quiet electric vehicles, which at the time include the MINI E test fleet.

Since the launch of the BMW i3, customers have been able to choose acoustic pedestrian protection as optional equipment. Legislation has required automakers to adopt acoustic pedestrian protection, a feature being rolled out as standard in all plug-in hybrids and all-electric vehicles from BMW. The aim in the development was to fulfill the warning function without disturbing pedestrians.

Mirrored Media – PR Daily’s 2019 Digital Marketing & Social Media Awards finalists

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Mirrored Media is proud to announce that we have been selected as finalists for three PR Daily’s Digital Marketing and Social Media Awards for our BMWi Road to Coachella campaign with Portugal. the Man.

The digital landscape is constantly changing, and it’s overcrowded with content. It takes an innovative, creative and well-planned approach (and incredibly talented and skilled professionals) to stand out above the noise. The impressive finalists for the Digital Marketing and Social Media Awards checked all the boxes. Congratulations to this year’s finalists. Winners announcement in early August.

Categories:
– Influencer Campaign
– Digital Marketing Campaign
– Social Media Campaign

See all the finalists HERE.

BMW Group and Hans Zimmer Collaborate on Sound Design for Electric Mobility

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Mirrored Media is excited to announce a continued relationship with BMW and Hans Zimmer, as they develop sound for the BMW Vision M Next.

Hans Zimmer is known worldwide for his film music. He has composed countless soundtracks for Hollywood and won numerous awards. Now Hans Zimmer, together with Renzo Vitale, acoustic engineer and sound designer at the BMW Group, has composed the sound for the BMW Vision M NEXT. The Vision M NEXT celebrates its world premiere on June 25th 2019 at #NEXTGen. Hans Zimmer: “I have always been a BMW enthusiast. As a kid I used to recognise my mother coming home by the sound of her BMW. I am thrilled to get the chance to design the sound of future electric BMW’s and create emotion for the future electric driving experience.”

Hans Zimmer and Renzo Vitale composed the drive sounds and sound signs for the BMW Vision M NEXT together in Zimmer’s studios in London and Los Angeles. Vitale: “We envision sounds that celebrate the beauty and complexity of our vehicles and that are able to move people. I see designing people’s future acoustic environment both as a privilege and as a responsibility. Working on this together with Hans Zimmer is a special honor for me – both as an acoustic engineer and as a musician.”

Kickoff for BMW IconicSounds Electric

The silence of driving electrically is often cited as a major advantage of electric mobility. However, as the range of electrified models increases, a gap in the emotionality of the driving experience arises in the driver’s seat. Under the brand name “BMW IconicSounds Electric” a visionary sound offer will be created for future electrified vehicles from BMW. “We want to get BMW IconicSounds Electric in position for customers who value emotional sound. With BMW IconicSounds Electric they will be able to experience the joy of driving with all their senses”, said Jens Thiemer, Senior Vice President BMW Brand. The sound of the BMW Vision M NEXT gives a glimpse into the future of BMW IconicSounds Electric.

Sound inspired by art

The BMW Vision M NEXT is a statement for the driver – and so is its sound. When driving electrically, the driver who is used to the familiar sound of a combustion engine experiences the paradigm shift of powertrain technology. For some, this may lead to an alienation between driver and vehicle. The sound of the Vision M NEXT aims to create harmony between the driver and the electrically driven vehicle. This is achieved through the inspiration of art. Vitale: “The development and composition for the sound of the Vision M NEXT was mainly inspired by light installations from James Turrell and Ólafur Elíasson. In particular, Turrell realized works known for the illusion of an infinite space, which creates a magical experience for the spectator. The idea behind the Vision M NEXT is to recreate this sense of wonder through sound.”

Hans Zimmer: “When the driver interacts with the accelerator pedal it is not only a mechanical touchpoint but also a performative element. Accelerating becomes an experience during which the driver moves through a series of gradually morphing sound textures.”

BMW Group has been developing sound for electric mobility for around ten years now

In 2009, with the introduction of the MINI E test fleet, acoustic engineers from the BMW Group were already working on artificially generated sound, which was intended to contribute to the better perceptibility of vehicles with barely audible drivetrains. Since the launch of the BMW i3, customers have therefore been able to choose acoustic pedestrian protection as optional equipment.

The sound of the acoustic pedestrian protection has since been further developed in line with new legislative requirements and is now gradually being rolled out as standard in all plug-in hybrids and all-electric vehicles from BMW (requirements for acoustic pedestrian protection as well as operating times vary worldwide). The aim in the development was to fulfill the important warning function without disturbing pedestrians. At the same time, the customer should continue to enjoy a high level of acoustic comfort in the vehicle.

Read more about the partnership at bmwgroup.com