Skream does a tune for Nike..
In a deal with EMI Music Publishing UK pioneering Dubstep producer Skream has written a 26 min track as part of the Nike Sport Music Campaign. Each track has been exclusively created for the project with the creative brief of enhancing performance. Skream’s submission Gallasia was written for a ‘dark, urban night run’ and was released through iTunes on the 24th of November.
According to Nike’s catchphrase filled press release the workout tune builds “from swirling synths and ravey ‘4×4′ drums into reverbed symbols and trance-like melodies.” This is all in aide of advertising a new product from the corporate giant who have developed technology that have a runner’s ‘Plus’ shoes talk to their iPod through a wireless kit. Information on workout time, approximate distance traveled and calories burned can then be transferred from their iPod interfacing with iTunes and a Nike+ online account.
Other artists to make pieces for the series include dance heavyweights LCD Soundsystem with a tune entitled ‘45.33′, Cassius, The Crystal Method, Simian Mobile Disco and experimental French producer Jackson who has recently signed material to Warp Records.
Hinting at the possibility of more audio experimentation Skream had this to say in a recent interview:
“I’d love to get into films and stuff like that. And producing for other people, like totally different, odd music”
Also a word of warning:
“I am happy with the track but….. do admit its not the best piece of music I’ve made….”
Kind of a good thing though, right?
Tune available for download here. Interview here. Forum thread here.