Smirnoff creates charity dance track using brainwaves
Smirnoff has partnered with DJ Fresh and disability charity Queen Elizabeth Foundation (QEF) to release a dance track created using only the brain power of three severely paralysed men.
The Mindtunes project uses brainwave technology and musical software three disabled men, Andy, Mark and Jo, could control with their minds and emotions.
The brand worked with Julien Castet, a leading brainwave technology expert, to utilise an ElectroEncephaloGraphy device (EEG) to measure electrical activity in the brain and convert it into musical beats and sounds.
DJ Fresh then worked on overlaying the sounds created to produce a finished music track.
All money raised from sales of the track via iTunes will go to QEF to fund building a state of the art assistive technology group home.
Mindtunes is the first in a series of Smirnoff sponsored projects intended to demonstrate how innovation and inventiveness enables everyone to realise creative potential. The campaign uses the hashtag #yoursforthemaking.
Jonathan Powell, QEF Chief Executive, says, “Smirnoff Mindtunes is a brilliant project and we are very proud to be a part of it. Giving a group of talented disabled individuals the opportunity to realise their potential and turn dreams into reality has been an unforgettable experience for all. It is the very essence of what QEF stands for and it is very refreshing to see a brand invest so much to offer people the chance to use technology that has previously been beyond their reach. I hope that this is the first of many successful projects and opportunities we have a chance to be involved in – Smirnoff Mindtunes has set a precedent.”
Mindtunes is available for download from iTunes, Amazon and other digital retailers.
