The last two years have posed a threat to many aspects of modern life, but one area suffered more than others - the cultural industry. Which is exactly why internationally renowned composer and musician Sven Helbig (Rammstein, Pet Shop Boys, Snoop Dogg) addresses themes of transformation and evanescence in his new album ‘Skills’.
In celebration of his new single ‘Metamorphosis’ (BMG) Sven took the opportunity to create a ‘first ever‘ experiment. Metamorphosis challenges classical music’s approach to its capability of going with the times and changing significantly. Posing the question of whether such an old cultural tradition can even survive if it doesn’t.
In cooperation with the agency häppy and notorious tea innovators Hälssen & Lyon, a unique path was taken.
Sven Helbig’s violin was stripped back into its untreated condition, so that the mushroom mycelial of the Reishi could be infused into the wood.
The Reishi mushrooms feed off on the wood on which it grows and gradually turns the body of the violin into its own Reishi organism. In Asia the fungi is celebrated as one of the most valuable delicacies and remedies. Over the course of eight months the violin decomposed and grew into a mushroom culture. Eventually a tea was produced, of which only 1000 samples exist. Premium tea made by experts at Hälssen & Lyon - one of the most prestigious tea companies worldwide.
The cinematic documentation of the process turned into the artistic focus of the music video, which had previously been shown and celebrated on the international classical platform www.thestrad.com
. The periods of growth are shown in artistically elaborate scenes and on various visual layers. Accentuated by Helbig’s emotional compositions, the viewer experiences the fungi organism turning a violin - by all means a symbol of high culture - into something entirely new with a vivid raison d’être.
With the recent release of ‘Metamorphosis’, Helbig fans are now able to get their own exclusive edition of the Reishi tea. Some of Hälssen & Lyon’s business partners will also be receiving samples of this rare cooperation between art and indulgence, challenging a new meaning and providing something new for our senses.
Sven Helbig said: “Is a violin - an icon of western high culture - drinkable? Never before has this been done in the history of music. I hope this tea will inspire the senses and thoughts of my fans as much as my music has.”
Sascha Hanke, häppy CCO and co-owner said: “I am delighted that we could bring two top innovators from completely different worlds together. One of the most exciting composers of our time and an internationally famous tea company. The project ‘Metamorphosis’ addresses the questions of ‘How can we promote a musical release nowadays?’ as well as ‘How can we create new and innovative conversations between B2B?’ and raises it to the next level.”
häppy is at the heart of the creative execution of the ‘Metamorphosis’ project, which consists of PR and social media measures, the music video production and B2B actions for national and international customers of Hälssen & Lyon.