Dua Lipa Joins Jaguar for Ground-Breaking Music and Technology Collaboration
The British singer-songwriter Dua Lipa has launched a ground-breaking collaboration with Jaguar.
Music fans and stars from across Europe, including DJ Armin van Buuren, supermodel Doutzen Kroes and actress Alix Bénézech attended an exclusive gig at Sugar City in Amsterdam. The event kicks-off a series of Jaguar events across Europe, called The PACE: Season One, which celebrate the brand’s popular SUV models, the E-PACE, F-PACE and I-PACE.
Using Jaguar’s custom-made software, Dua created an exclusive remix of her latest track, ‘Want To’ and empowered fans all over the world to create personalised remixes using their own data – from the way they drive, the songs they listen to, or by tapping a rhythm on a mobile.
Over a million different remixes are possible, with multiple tempos and versions based on a range of music genres from hip-hop and dance, to orchestral, pop music and drum and bass. The track has already become the most remixed song in history.
To create her own remix of ‘Want To’, Dua Lipa drove the Jaguar I-PACE, and her style of driving was captured by the car’s intelligent sensors. From the amount of electrical energy consumed, to the way Dua Lipa accelerated and braked, the data captured was used to influence the track; from the tempo to the arrangement and the overall feel.
Speaking at the track’s launch in Amsterdam, Dua Lipa said:
“I’m so excited to collaborate with Jaguar and push the boundaries of music and technology for my fans. It’s pretty mind-blowing that anyone can create their own unique version of my single ‘Want To’ based on the way they drive a Jaguar, or what music they listen to.
“It’s crazy to think that the data from my drive in the electric I-PACE can alter the energy of my music to create a totally new and incredible sound.”
NOTES TO EDITOR
Jaguar’s heritage of elegant design and breath-taking performance has excited and delighted the world for 80 years. Today’s world-class Jaguar family embodies the Art of Performance, with the remarkable, much admired and award-winning XE, XF and XJ saloons, the dramatic F-TYPE sports car, the F-PACE performance crossover – the fastest-selling Jaguar ever, the new E-PACE compact performance SUV and now I-PACE, the all-electric performance SUV that puts Jaguar at the forefront of the electric vehicle revolution.
THE PACE: SEASON 1
Following the Amsterdam launch, drivers in other countries throughout the region will be given the chance to create their own bespoke remixes from test drives in Jaguar PACE cars at special events being held through the remainder of 2018 and into 2019.
The Pace: Season 2 will follow in Spring/Summer 2019.
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