Feb. 6, 2013
, the luxury automotive brand, announces the launch of "Hello, Again," a yearlong, multiplatform program that supports reinterpretations of noteworthy artistic material to create fresh and distinctive bodies of work.
In a special live performance in
last night, award-winning singer/songwriter Beck introduced the first project when he re-imagined
's classic song "Sound and Vision" for a group of 300 invited guests. Renowned the world over as a musical visionary for the depth and breadth of his 20-plus-years-spanning catalog, Beck led more than 150 musicians through a once-in-a-lifetime performance.
"For the new
to be relevant, we know we have to offer a unique luxury automotive experience," said
, director Global Lincoln. "The 'Hello, Again' program is intended to be a metaphor of
's personal and surprising differences in product and client experience."
The live show concept, developed in partnership with esteemed director Chris Milk and
& Associates, and produced by @radical.media, created a 3D spacial audiovisual performance filmed in front of an intimate audience in
Century Fox Studios. Famous for his immersive music and fine art projects, Milk, in collaboration with Beck, fully re-imagined the concert concept by creating a 360-degree, interactive experience where the music and the musicians surround the audience.
In the next stage of this re-imagining project, the performance will be converted into an online, high-fidelity event that elevates the viewers' visual and audio experience. Audiences will have the opportunity to watch it all come together when it is broadcast at
"From the way we arranged the song down to the live performance, we were focused on the idea of immersing the live and online audiences' audio senses by having the music come at them from every direction," said Beck. "It's difficult to re-create a live concert, but by using this 360-degree approach, it opens up an entirely new kind of experience that will surprise people."