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Chewing gum brand #5Gum isn’t exactly averse to doing things differently when it comes to hosting big music events. Forget the stadiums, the massive across-the-line marketing campaign and queuing for tickets.
In fact, you can’t even buy tickets for its latest event. As it did with British Indie Band Two Door Cinema Club, 5Gum is marketing its latest #5GumExperience events, featuring international electro acts A-trak and Hudson Mohawke (HudMo). Anyone wanting tickets will have to listen to the 3D audio journey via Facebook, with headphones (NB) here if you are on a desktop and here if you are reading this via mobile and only then can you apply for tickets.
The events will again take place in two secret locations in Johannesburg and Cape Town on 26 and 27 October respectively.
Some people in the two cities already have tickets after they were invited to be part of a ‘#5GumExperience: Terror Island’ teaser in the form of a sensory stimulating bus ride. Followers of @5GumSA and fans of the Facebook page could track the bus via mobile geolocation, jump aboard the ride, and were plugged into a 3D audio journey to reveal details of the next event.
Music review site Pitchfork had this to say about A-trak: “In the decade since he won the 1997 DMC World DJ Championship at a prodigious 15 years of age, A-Trak has turned the art of turntablism back toward its original party-rocking focus – the dude can scratch and beat-juggle, but he’s just as skilled at maintaining momentum and crafting seamless segues.”
Hudson Mohawke (HudMo) aka Ross Birchard is the one of the most exciting record producers to come out of Scotland in the last ten years, seducing rap-heads and ravers alike with his neon-lit R&B and warehouse smashing low-end beats. Now, as the unlikely poster boy for a new generation of genre-mangling UK artists, he’s touring his live festival & club shows across the globe & producing for chart- topping urban-pop names like Kanye West, Chris Brown and Azealia Banks.
The 5Gum app went live today. So go on, scurry on if you’re interested.