Hans Zimmer Archives - Mirrored Media

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

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

Mirrored Media’s BMW Road to Coachella Campaign is an AME Awards finalist

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Mirrored Media is excited to announce that our BMW Road to Coachella campaign has been announced as a finalist in the automotive category of the AME Awards. The AME awards is the only award show to recognize excellence in advertising and marketing effectiveness on a global scale. AME Awards honors work that demonstrates ground-breaking solutions to challenging marketing problems across the globe. The competition is judged by top industry experts from all over the world. The first two rounds of judging is divided by region. This allows all entries to be reviewed in its social, economic, and cultural context to determine the Shortlist and Medalists. Winning campaigns address a challenge in the marketplace, with the creation of a thorough marketing plan to deliver a successful execution, and utilizing outstanding creative elements; they exhibit specific objectives accomplished through creative execution and strategic planning.

Below is more information on the AME awards and our fellow finalists.

“Since 1994, the AME Awards has honored campaigns from around that globe that are not only creative, but successfully demonstrate innovative solutions to challenging marketing problems. This year’s standout Shortlisted entries represent ground-breaking creative work that has achieved measurable results on behalf of the brand,” said Michael Demetriades, President and Executive Director of the AME Awards.

2018’s Shortlisted entries submitted from creative agencies around the globe boosted brand awareness and achieved exemplary results utilizing a robust number of strategies including guerilla marketing, branded entertainment, social marketing, sponsorships and promotions and cause marketing. To view the complete 2018 Shortlist please visit: https://www.ameawards.com/finalist-page.

Innovative ideas placed brands out front and helped achieve measurable market share including such cutting-edge tactics as a talking store, snow tweets in the Alps, and tattoo ink created from motorcycle burn-out carbon. Brave New World Communications Pvt. Ltd. India’s Shortlisted campaign’s “THE HEART OF THE HIGHWAY – The World’s First Talking Store” for client The Roadster Life Co. featured a talking store, with a unique first-person voice, that reached out to shoppers creating the effect of personal interaction delivered by interactive in-store tech including custom software, digital façade, interactive and multiTaction touch screens, augmented reality green-screen, immersive VR and virtual shopping screens. Results included a 70% revenue spike in high-value apparel categories.

Heimat Werbeagentur GmHB “Snowdrawings” for Swisscom, sponsor of the Swiss Ski team, wanted to be more than a logo and create a benefit for ski fans and showcase their extensive network. The telecommunications provider utilized a remote cheering app that allowed fans to send supporting tweets to the ski team and have them written next to the race track in the snowy slopes of the Alps. The tweets were visible for 2 miles and were created using automated snow blower-bots. Results—26 million impressions, 4 million video views and over 20 km of written messages in the snow.

Team One Los Angeles, “Inking Our Mark on Motorcycle Culture” regained market share for Indian Motorcycles by leveraging a brand-first lifestyle media partnership and the world’s-first tattoo production technique formulated from the burn-out carbon from Motocross legend Carey Hart’s Indian Motorcycle. The process of making the ink and tattooing Carey were presented in a video along with a six-page custom print advertorial for Inked and offering a limited-edition run of Indian Motorcycle Ink™ in select biker-focused tattoo parlors nationwide resulted in the ink being sold out in a week. With zero paid traffic to Indian’s website, the results include 82% new visitors who spent an average 59% more time and visited 7% more pages than other visitors in the same period reinforcing success in generating qualified conquest leads. Indian went from 7th to 2nd most purchased motorcycle brand in the U.S.

Branded Entertainment repositioned brands and increased brand affinity, Shortlisted entries include Zulu Alpha Kilo Canada’s campaign “Common Ground” for their docu-series that followed riders from around the globe on a trip across Canada for Harley-Davidson Canada. Discovery Channel picked up the series as a primetime special, increasing Harley’s market share. PHD China’s “Panamera O2O Brand Repositioning” for client Porsche re-launched the Panamera through an integrated sponsorship with the immensely popular series “Ode to Joy” making it better-aligned government and cultural climate and consumer needs and wants. Starcom Saudi Arabia’s “ALJ Toyota After Sales” for client ALJ Toyota created an animated web series for YouTube portraying the day-to-day life of a Saudi citizen. The film showcased ALJ after sale and maintenance services resulting in 94% change in brand perception with 49% increase in service appointments.

HBO Multicultural Marketing “The HeLa Project” was launched as a lead up to the premiere of HBO’s film, “The Immortal Life of Henrietta Lacks.” The multi-day, multi-city, multi-media, travelling art installation consisted of a unique, impactful collective of artisans and thought-leaders from the African-American community. Touring activation resulted in 182 million media impressions. Oprah, the film’s star, promoted the film through promotional channels, including her social media accounts, a promotional press tour that included the cover of an Essence cover and hosting a junket for black female journalists (#blackgirlmagic), and show appearances. Over 6,500 guests attended, 77% of guests were more likely to watch “The Immortal Life of Henrietta Lacks”.

Campaigns created to raise awareness for causes, or social and civic issues advanced. Shortlisted campaigns include: Dentsu Jayme Syfu Philippines guerilla campaign “Dead Whale” for client Greenpeace. The agency mounted a 73-foot decomposing “Dead Whale” installation on the shores of one of the most polluted cities in the Philippines during the 2017 ASEAN Summit. When examined closer, the whale was made entirely of plastic wastes collected from the ocean. The results—over 100 million impressions internationally and it caught the attention of ASEAN leaders, which put Coastal and Marine Protection in the proposal for the next Summit. Heimat Werbeagentur GmHB Germany’s Shortlisted campaign “A New Way of Thinking” for Free Democrats created a game-changing election campaign to reach and activate young voters and bridging the gap between the Liberal party and the voters. The digital campaign resulted in a comeback for the Liberal party.

Entries utilizing Sponsorships raised awareness for brands and connected them with target audiences. Shortlisted entries include: QIYI China’s “Rising! Chinese Hip-hop” for client McDonald’s China connected McDonald’s with millennials via food and music creating The Rap of China, the first internet-based hip-hop contest. Havas San Francisco “Citrix & Red Bull Racing: This Is How the Future Works” for client Citrix. The campaign repositioned Citrix as a thought leader in the future of work, leveraging their high-profile partnership with the Red Bull Racing Formula 1 team and showcasing what Citrix can bring to any IT customer relationship. GMR Marketing “Lincoln Financial Group Presents: The Game Plan” for client Lincoln Financial leveraged their Philadelphia Eagles partnership to showcase best practices for financial planning by following a day in the life of players and illustrating that Lincoln Financial is a partner who will help them take charge of their financial future.

Social platforms created buzz for brands resulting in measurable gains in market share along with Shortlist status. Grabarz & Partner Werbeagentur GmbH Germany’s “Laughing Horses” Volkswagen showcased the product benefits of the Trailer Assist, illustrating the stress of parking while someone is watching. This funny social video featuring laughing horses mocking a frustrated driver trying to park his trailer became the best performing German Volkswagen video with 40 million views. Other Shortlisted entries include: Team One USA “Platforms of Expression for a Shareworthy Life” for Lexus IS; TBWA\ Singapore “Justice Bao and The Missing Travel Insurance” for Singapore Tourism Board; Saudi Ministry of Health “Diabetes Monster” for Diabetes McCann New York “The Sound of Priceless” Mastercard; Al Jazeera Qatar “#DemandPressFreedom by Al Jazeera” for www.aljazeera.com; Brave New World Communications Pvt. Ltd. India “Once Upon a Highway” The Roadster Life Co.; and Mediacorp PTE Ltd. “Letter to My Son” for Mediacorp.

Campaigns for automotive brands drove consumer engagement and gained traction for the brand.   Agencies Shortlisted include Grabarz & Partner Werbeagentur GmbH “Laughing Horse” for Volkswagen; Socialize United Arab Emirates “Meet Kamal: The World’s Best Auto Salesman” for Mercedes-Benz; Mirrored Media “Road to Coachella” for BMW.

The medal round is underway and AME’s Grand Jury awards Gold, Silver, and Bronze to the highest scoring entries through two rounds of regional judging to ensure scoring accounts for cultural and economic relevance. Gold-winning work from all regions is judged by the full international Grand Jury to determine a Platinum Award for each of the five regions (North America, Latin America, Europe, Middle East & Africa and Asia Pacific) and the International Grand AME Award.

To view the complete 2018 AME Awards Shortlist, please visit: HERE

About the AME Awards® for Advertising & Marketing Effectiveness™: Founded in 1994, the AME Awards honors international work that demonstrates ground-breaking solutions to challenging marketing problems. To earn a coveted AME® Award, an entry must exhibit specific marketing goals and objectives accomplished through creative execution and strategic planning. Entries are judged by an international panel of top interactive and multidisciplinary marketers, media planners, strategy directors, social media experts, and creative directors.

Bleeding Fingers Launch Party

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We had an amazing time helping the Bleeding Fingers launch! The launch party was held at the SoHo House and featured a Q&A with our legendary friend, and Bleeding Fingers partner, Hans Zimmer and Survivor’s Mark Burnett.

EXTREME MUSIC TEAMS UP WITH ACADEMY AWARD WINNER HANS ZIMMER’S RCI GLOBAL TO CREATE A SUPER-CHARGED COLLECTIVE OF COMPOSER MUSCLE CRAFTING HI-PERFORMANCE PRIMO QUALITY CUES FROM THE SCORING INDUSTRIES’ MOST COVETED CREATIVE CAMPUS.  Visit Bleeding Fingers for more information and a full list of their shows.

Mirrored Media Team

Bleeding Fingers

Bleeding Fingers 2

Mirrored Media Closes $500k Round Of Investment

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Funding to Fuel Rapid Growth, Bolster Executive Team

SANTA MONICA, Calif., Dec. 12, 2012 /PRNewswire/ — Mirrored Media, the alternative recording label and experiential music marketing firm, announced today it has secured $500K in venture funding to support the company’s rapid growth. The round was led by angel investor, Vaden Saunders , a serial entrepreneur who recently formed TV and film development company, Death by Development, LLC.  In just one year of operation, Mirrored Media has experienced extraordinary growth and profitability. The company also announced the opening of a Seattle office and key new hires to bolster its executive team.

Mirrored Media shot onto the scene this past year with its highly visible lifestyle campaign between top car manufacturer Acura and fan favorite Indie band Metric. The project combined art, music and technology to simultaneously introduce Acura’s new 2013 ILXand Metric’s new album Synthetica.

“Today’s funding news further validates our core business proposition of creating powerful, enduring partnerships that are mutually beneficial for the brands, bands, and fans,” said Justin Lefkovitch, founder and chief executive officer, Mirrored Media. “In an age where consumers are bombarded with marketing messages and brands are intent on discovering the bulls eye target of reaching them, we have created the ideal solution.”

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