LONDON – 23rd September 2009: Thousands of music lovers around the UK will get the chance to help put on the gig of their dreams, as Xbox unveils a major new music initiative that gets the fans and the bands talking.
Xbox Reverb, officially launched in London tonight with a gig featuring exclusive sets from Calvin Harris and Magistrates, will enable fans to collaborate with a selection of the UK’s hottest live acts to co-curate a series of gigs, tailor made by the Xbox Reverb community and the artists themselves.
Upon signing up to the Reverb Facebook ( www.facebook.com/xboxreverb) and Twitter ( www.twitter.com/xboxreverb) groups, fans will be invited to provide their own personal input and suggestions into how the gigs should look and feel based on criteria set by the bands and by the Xbox Reverb team. This feedback, which could include everything from deciding the set list to designing the flyer of the gig, choosing the support act and much more, will then be thrown open to the bands themselves and the most popular suggestions put forward. The result will see a series of DIY gigs taking place around the UK from the end of September with a number of lucky winners being given the chance to attend the events themselves.
The first three gigs have already been announced and will see rockers Danananakroyd taking to the stage in Birmingham on September 29th, before Pulled Apart by Horses pull Leeds apart on October 5th with Esser to play an exclusive gig in December.
At the events, Xbox will also be giving out Reverb Passes; exclusive interactive wristbands to everyone who wants one, giving guests the chance to post live tweets, comments and status updates throughout the night automatically by simply swiping their Reverb Passes on Touchpoints planted around the venues.
Commenting on the campaign, Alex Weller, Brand Experience Manager, Xbox 360 said: “We’re really excited to be able hand over the reigns of these events to communities of music fans, giving them the chance to curate their own gigs with their favourite bands. The response to the Facebook and Twitter groups has been fantastic meaning we’re already seeing a community of people who, just like Xbox, are passionate about great music experiences and enjoying great social experiences together.
For more info, visit www.xbox.com/reverb
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About Xbox 360
Xbox 360 is a premier video game and entertainment system. It is home to the best and broadest games as well as the largest on-demand library of standard- and high-definition movies and TV shows connected to the television — with music coming this fall. The digital centre of the living room, Xbox 360 blends unbeatable content with the largest online social network connected to the television in the 20 million members on Xbox LIVE to create a limitless entertainment experience that can be shared at home or across the globe. With the addition of currently code-named “Project Natal,” Xbox 360 will forever transform social gaming and entertainment with a whole new way to play — no controller required. More information about “Project Natal” and Xbox 360 can be found online at http://www.xbox.com/projectnatal and http://www.xbox.com.
About Xbox LIVE
Xbox LIVE is the largest gaming and entertainment network and delivers more entertainment than any device connected to the television, including movies, TV, music and games. This fall, Xbox LIVE will be the only entertainment service to provide instant-on 1080p streaming HD video from Zune video in supported countries. With an active community of more than 20 million people across 26 countries, Xbox LIVE lets you play the best games, enjoy the largest on-demand library and, coming soon, listen to millions of songs — all while connecting to friends anytime. An Xbox LIVE Gold Membership provides you with exclusive benefits and premium access to entertainment from the top studios and services, all in one place. More information about Xbox LIVE can be found online at http://www.xbox.com/live.
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