Empire Of The Sun Debut New Single In Absolut Commercial

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Luke Steele of Empire of the Sun performs during the 2014 Governors Ball Music Festival at Randall's Island on June 8, 2014 in New York City.

Last fall, Pernod Ricard's Absolut Vodka traveled the globe to transform nightlife in cities ranging from Red Hook, Brooklyn and Johannesburg, South Africa to Sao Paolo and Berlin, teaming with DJs Zedd, Araabmuzik and Alvin Risk and music-video director Melina Matsoukas (Beyonce, Lady Gaga, Rihanna) along the way. But for its latest foray into combining EDM, design and nightlife, the spirit brand has debuted a new TV campaign, "Absolut Nights," that compiles highlights from its four city takeovers -- complete with a brand-new single from Australian dance duo Empire of the Sun. The anthemic track "Welcome To My Life" previews the band's upcoming third album, the follow-up to 2013's Ice On The Dune. The track also features a rare appearance by producer Nick Littllemore on lead vocals for the verses, while lead singer Luke Steele handles chorus duties.

Our music is about more than just being memorable," the Steele and Littlemore tell Billboard. "We aim to make music that transcends and takes you to another dimension, creating an experience beyond the earth and out of the ordinary that sticks with you long after the night is over, much like Absolut Nights."  

The TV campaign begins rolling out Monday (May 11) during late-night TV talk shows, and will encompass cinema, broadcast, cable, social media and digital throughout the summer, as well as partnerships around the premieres of Magic Mike 2 and the Entourage movie. The campaign will also introduce an illuminated Absolut "Spark" bottle -- fans will be encouraged to document theirs using the hashtag #SparkYourNight. Absolut Nights will continue in September with Absolut House Party - a two-night experience in California that fans can enter to attend at AbsolutSummer.com. 

By teaming with interactive designers Charles Gadeken and Vita Motus as well as artists  Zedd and Empire of the Sun, Absolut is updating its long legacy of collaborations with groundbreaking artists like Andy Warhol, Keith Haring, Annie Leibovitz and, just last year, Lady Gaga through its sponsorship of her "artRAVE" tour. 

"Absolut as a brand has a history of collaborating with breakthrough visionaries," says Nick Guastaferro, director of marketing at Absolut, "and we really felt Empire of the Sun really demonstrates what we are known for: making music that transcends reality and goes beyond the ordinary."

Absolut isn't the only spirit brand gone EDM - in March, Diageo's Smirnoff inked a 26-festival deal with Live Nation's Insomniac and HARD promoters, while Anheuser Busch's Bud Light will replace Bud Light Platinum this summer at tentpole festivals like Electric Daisy Carnival New York and Las Vegas.   

 

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