TOOHEYS EXTRA DRY: THE LAB REVEALS FINAL TV CAMPAIGN FEATURING DANIMALS TRACK ‘FOX’ – PRODUCED BY MARK RONSON
In November 2009, Sydney band Danimals was chosen by world famous musician and producer Mark Ronson, to collaborate with nine international music legends and write and record a track in Tooheys Extra Dry: The Lab. The final track ‘Fox’ - a collaboration between Danimals, Mark Ronson, John Taylor of Duran Duran, Alex Greenwald and Santigold - is the soundtrack to the latest Tooheys Extra Dry TV ad campaign, now live across television networks.
Part TV commercial, part video clip, the creative of the ad comes from different angles – each revealing a different set of characters on individual versions of a night out, and unique journeys to the ‘clean, crisp taste’.
Uniquely, the commercials were written and directed while the music was being made separately, presenting an experimental approach to the way music and pictures come together.
‘Fox’ compliments the TV ad with its sweeping, spacious vocal melodies with harmonies. "I love the song,” said Mark Ronson. “I remember listening to it and thinking I'd be so excited to have this song on my own album."
Danimals mastermind Jonti Danilewitz sums up his experience: "It was liking winning the lottery for musicians. In fact, non musicians would of had their minds blown by the experience too! Every place, person, event and piece of music written within those two weeks will forever live in the corridors of my mind".
‘Fox’ is available for the month of March via www.tedthelab.com as a free download. A fly-on-wall documentary detailing the activity will be released in April.
Check out www.tedthelab.com for more details.
About Tooheys Extra Dry: The Lab
The Lab is an initiative which has seen one rising Australian music act (Danimals) fly to New York to collaborate with world famous musician and producer Mark Ronson in his studio with Santigold, Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran, Albert Hammond Jr of The Strokes, Alex Greenwald of Phantom Planet and members of The Dap-Kings.
The final track, written and produced in Tooheys Extra Dry: The Lab will feature as the soundtrack for the next national advertising campaign, and the winner’s journey will be filmed from start to finish, resulting in a fly-on-wall documentary for release in March/April 2010.
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 renowned ‘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.
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 were nominated in the “Next Big Thing” category for a SMACS (Sydney music, Arts and Culture Awards).
Fox - Performed by Danimals
Jonti Danilewitz - Vocals / Guitar / "Danimation" Programming & Mixing
Will Russell - Percussion / Vibraphone
Julian Sudek - Drums
Jaie Gonzalez - Bass / Effects
Moses MacRae - Drums / Percussion
Written by: Danimals, Mark Ronson, John Taylor, Santi White (aka Santigold), Alex Greenwald
Produced by: Mark Ronson
Engineered by Vaughan Merrick
Second Engineer – Noah Goldstein
Recorded at Electric Lady Studios, New York
Mixed by Dave Sitek at Chalice Studios, Los Angeles
Mastered by Chris Athens at Sterling Sound, New York
For more photos, go to the Gallery on DD.com