In the past two decades, Absolut Vodka has established itself as a creative brand, not only through its advertising but also through its close relationship with the worlds of art and fashion. Now, with the launch of Absolut Three Tracks featuring the composers/ producers Taxi, Rollercone and Aril Brikha, a new art discipline is added to the mix.
Marketing Communications Director at The Absolut Company in Stockholm Michael Persson explains why one of the worlds premier Vodkas has decided to add music to its passion for creativity. "For years, our consumers have seen interpretations of the brand by some of the world's most prominent artists and designers. With this new project they will also be able to listen to the brand: this is the voice of ABSOLUT”.
The brief for the composers was simple: present your interpretation of the iconic ABSOLUT bottle. The results are as diverse as the personal styles of the participating artists. Taxi, Patrick Duvoisin and Aril Brikha all offer unique interpretations of the brand, the bottle and the drink, with Persson suggesting "This project is a tribute to the DJ/producer. The role of the DJ has been transformed from that of simply playing records to becoming true visionaries. They are explorers of the world of music, changing the map of a traditional art form - attributes that fully comply with the way ABSOLUT looks at the world,"
You can hear all the results at the link below, and whilst listening to the music enjoy a site with superb aesthetics.