The Coca-Cola AHH Effect Lights Up Hollywood With Red Carpet Live! Digital Pre-Show At The 2013 American Music Awards

Lights! Camera! Music! Dance! On Sunday, Nov. 24, the 2013 American Music Awards® rolls out the red carpet at Nokia Theatre L.A. LIVE in Los Angeles to welcome America’s favorite musical artists. To kick off the action, the Coca-Cola Red Carpet LIVE! Digital Pre-Show will stream online at www.theamas.com for three hours of entertaining celebrity interviews and exclusive behind-the-scenes content. Starting today, Coca-Cola launches a six week co-creation process with YouTube artist Kurt Hugo Schneider inviting teens to help produce the official track, which he will debut live from the red carpet at the pre-show.

The Coca-Cola AHH Studio digital experience will allow teens – ages 13 and up – to interact with Kurt to create the official song via the following steps:
  • From Thursday, Sept. 19 through Thursday, Oct. 31, teens can log on to www.theamas.com/coke, via mobile or desktop, where they can listen to several instrumental segments of a song created by Kurt
  • Each week, teens across the country can listen to three different musical options and choose the one they like best; selection time for each musical sound will be open for a week
  • After six weeks and six opportunities for fans to weigh in, Kurt will compile the elements to create the Coca-Cola track to be performed live at the pre-show

Teens that log on and participate will be entered into a sweepstakes, and one fan who enters before Oct. 31 will receive a grand prize trip for two to the American Music Awards and Coca-Cola Red Carpet LIVE! Pre-Show. Additionally, the trip will include a meet-and-greet with Kurt and access to the Coca-Cola AHH Zone on the red carpet.

“I’m preparing to rock the Coca-Cola Red Carpet LIVE! Pre-Show with this special song made in collaboration with music fans, and I can’t wait to see what we create together,” said Kurt. “Producing musical and visual content is my passion and joining fans to create a one-of-kind song to debut live for viewers and celebrities on the red carpet is totally awesome!”

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