Coca-Cola and Maroon 5
Last week, pop band Maroon 5 played a 24-hour music session at a studio in London as part of the new Coca-Cola Music Campaign.
Using specially designed software, fans were able to interact with the band to help them compose a new song in real time. As well as viewing the studio from various perspectives and commenting via social networking sites, fans were also able to send suggestions for lyrics, riffs and rhythms.
The drinks manufacturer is just one of many brands embracing cutting-edge technology in a bid to forge musical collaborations that will reach a wider demographic (read more in our report Music & Retail: New Romance) – not to mention firmly re-establishing itself as part of the influential youth market.