Title | THE PHILHARMONIC TURNTABLE ORCHESTRA |
Brand | TECHNICS/PANASONIC CORPORATION |
Product / Service | TECHNICS/ SL-1200 |
Category | E05. Influencer / Talent |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Production | DENTSU CREATIVE X INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yu Kaneno | Panasonic Corporation | Panasonic Corporation |
Goro Ohsawa | Panasonic Corporation | Creative Director |
Kentaro Suda | DENTSU INC. | Creative Director |
Ryuta Kimura | DENTSU INC. | Planner / Copywriter |
Toshihide Kimura (moodman) | DENTSU INC. | Creative Director |
Yasuhiro Tsuchiya | DENTSU INC. | Creative Technologist |
Satoshi Kohno | DENTSU INC. | Art Director |
Takumi Ichikawa | DENTSU INC. | Copy Writer |
Takeshi Saito | DENTSU INC. | Account Manager |
Shunsuke Matsumoto | DENTSU CREATIVE FORCE INC. | Creative Producer |
Takuji Okamoto | Dentsu Creative X Inc. | Producer |
Takahiko Fukumori | Dentsu Creative X Inc. | Producer |
Mayumi Watanabe | Dentsu Creative X Inc. | Production Manager |
Atsushi Nozaki | Dentsu Creative X Inc. | Production Manager |
Ryohei Ishii | Dentsu Creative X Inc. | Production Manager |
Yuta Kato | Dentsu Creative X Inc. | Production Manager |
Koichi Iguchi | Soursox | Director |
Keisuke Tominaga | PIANO INC. | Music Producer |
Tomonori Hayashibe(Plus-Tech Squeeze Box) | STUBBIE | Composer / Arrangement |
DJ Mitsu the Beats | Freelance | Sampling & Music supervisor |
Nobuhide Okabe | PIANO INC. | Music Production Assistant |
DJ Sumantri | Freelance | Mixing and Mastering |
Takaki Kumada | Freelance | Photographer |
Nicke Jacobsson | The Talent Group | Colorist |
Tetsu Moritera | Light Laboratories | Lighting Director |
Kengo Inoue | Freelance | Designer |
Manami Osumi | Freelance | Stylist |
Yu Hirasawa | Freelance | Offline Editor |
Akio Sakamaki | jitto inc. | Editor |
Tsuyoshi Sakado | Freelance | Mixer |
Koji Kimura | STARRYWORKS inc. | Technical Direction / Design |
Shinji Sato | STARRYWORKS inc. | Web Direction |
Housei Yoshida | STARRYWORKS inc. | Technical Diveloper |
With the current renewed interest in analog records and momentum running up, in order to recapture the awareness of the Technics SL-1200 series, Japan’s world-class, classic record player, we created "The Philharmonic Turntable Orchestra", The world's first ensemble performance using only Technics SL-1200 series turntables and mixers and 30 DJs from all around the world. We emphasized the level of synchronization for sound and visuals on the website. We carefully put together a program that ensures a high level of synchronization on both PC and smartphone platforms. The video file is loadable, and since we predict the contents will receive a lot of buzz internationally, we are taking measure to prepare the back-end and distribute using CDN.
ONLINE VIDEO AND MUSIC: Starting with the world’s first LP record “Mendelssohn’s Concerto in E Minor,” we gave a performance in which DJs built an entirely new song using various classic sound sources and their various techniques. This performance put on Youtube, Soundcloud and Special Website. SPECIAL WEBSITE: The PC and mobile website creates an interactive space with an interface based on Technics turntables and mixers. Users can mix parts, control pitch, and use cue controls to manipulate the video, just like the DJs in The Philharmonic Turntable Orchestra. The users can fill the role of both DJ and conductor as they control the performance themselves. Thanks to this, users can edit, mix and "Rediscover Music" for themselves just like DJs throughout music history.
Amount of Youtube views in one month after release grew to over 300 000 (All organic views) with Youtube views still steadily growing as we speak. Furthermore, without doing any paid PR, we were broadcasted on more than 200 news channels in numerous countries all over the world. Potential media impression total 53 million. The campaign also acquired the biggest exposure in Technics’ history.
We utilized the product, which is both a high-end audio product as well as being a cornerstone in the club scene that is loved by DJs the world over, to create a fusion between scratching, a component of DJ/ Hip Hop culture, and a classical orchestra. Rather than an ad, we created contents that would be known simply as “the world’s first turntable orchestra” performing using "the first LP record ever sold” (Mendelssohn), to create something completely new that made global news and reached hardcore music fans as well as a mainstream audience around the world.