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Adjust Your Set for Carphone Warehouse


Brand fuses classical music & smart tech in Smarter World push

Adjust Your Set for Carphone Warehouse

Carphone Warehouse, the UK’s leading telecommunications retailer, has created a unique musical experience to show how smarter tech is changing the music scene. The project involves classically trained musicians composing an original track and performing it live to a dance music crowd in Shoreditch. Adjust Your Set, the digital content agency, worked with the brand to develop the work and create a series of videos to be hosted online from 23 September.

As part of the project, four classical musicians were brought together, all of whom use smartphones and tablets in their lives to make elements of learning, creating, practicing and performing music easier. For example the cellist reads sheet music on her iPad and uses metronome and tuning apps.

The musicians were given four days to work with a music composer and a DJ/producer to create an original track which was then performed in front of a live crowd in Shoreditch, who were listening to dance music before the musicians came on stage. The experience was captured by Adjust Your Set, and included the public’s reaction to the classical music world and smart technology coming together to create something unique.

Targeted at Guardian readers, both classical and dance music fans, and those interested in the tech and gadget world, five videos have been created: one main brand film, three interviews with the musicians involved and one interview with the DJ, Darren Sangita. As well as sitting on the dedicated Smarter World section of the brand’s site, they will also feature on The Guardian online with a video carousel and stills also in the print edition and FutureMedia publications including TechRadar.

The music experience is part of the brand’s ongoing Smarter World proposition, which has previously involved collaboration between Adjust Your Set and Carphone Warehouse, around the themes of running and photography. A further campaign will run towards the end of 2013.

The gig video can be viewed here and to see more, visit

Gareth Jones, Head of Online Marketing at Carphone Warehouse, commented: “The music scene is already enriched by smarter technology, and we wanted to demonstrate how tablets and the latest smartphone technology is helping to contribute to a Smarter World. Adjust Your Set has done a brilliant job of telling the story of this project, bringing it to life for our audience through intelligent, well produced content.”

Chris Gorell Barnes, Founder and CEO at Adjust Your Set, added: “This new project sprung from the Carphone Warehouse proposition of Smarter World – through the use of smart tech, creating something truly innovative in the music arena. The worlds of music and smart tech have already fused and this experience was a live demonstration of that. The videos capture the essence and power of the project and should inspire and fully engage the audience online.”

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Categories: Phones, Consumer Electronics, Mon, 23 Sep 2013 15:57:48 GMT