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Yamaha helps T-Mobile to get Trafalgar square singing

May,2009

The buzz created by internet video sharing is becoming an increasingly important marketing tool for companies across the globe. And when you can arrange something spectacular, so much the better! So when mobile phone giant T-Mobile brought together over 13,000 members of the public in London to sing along to a variety of famously iconic songs, video of the event rapidly became a hit on the internet. And with five Yamaha digital consoles there to mix the massed voices - some tuneful, some rather less so! - the footage sounds just as good as it looks.

The April 30th ‘Sing-along’ is the latest instalment of T-Mobile’s ‘Life’s For Sharing’ brand campaign. However, the logistics involved in recording thousands of people singing along to recorded backing tracks - including Hey Jude, Build Me Up Buttercup, Is This The Way To Amarillo, Baby One More Time and Total Eclipse Of The Heart - were considerable.

To deliver the demanding audio solution, some of the production industry’s biggest names - including audio company Britannia Row, Yamaha, Shure and high profile mixing engineers such as Dave Bracey (Robbie Williams) and Snake Newton (Snow Patrol, Sugababes, Duran Duran) were brought in to ensure the audio side ran smoothly and with the very best sound quality.

Two Yamaha PM1D and two PM5D digital consoles were used to record over 330 tracks of audio from 2000 radio microphones which had been distributed amongst the crowd (some being recorded, some not). A Yamaha M7CL console was also used to submix it’s bigger brothers for various feeds, with the audio recorded by John 'Freddo' Fredericks of Technical Earth to an Apple Macintosh-based recording system ,with additional hard disk backup.

“Yamaha really helped us out as the event required more MY8 and MY16 interface cards than we had available,” says Britannia Row’s Jerry Wing. “We would have struggled to find enough, but a quick call and they supplied all we needed at very short notice.”

Given T-Mobile’s corporate colour, it was a happy coincidence that American songstress Pink was performing in London on the same night. She came along to lend her voice to proceedings – her monitor engineer Horst Hartmann also taking a break from his own hardworking Yamaha PM1D for a couple of hours to give his support.

Remarkably, the first part of this campaign - the full rendition of The Beatles Hey Jude - was premiered on commercial television just 48 hours after the event, and it has since become a major hit on video sharing internet sites.

“The event went really well, the system behaved impeccably and the Yamaha gear was totally reliable, as always,” continues Jerry.

“It was certainly a challenge and something rather different,” says Yamaha Commercial Audio marketing manager Karl Christmas.

“The ability of the PM1Ds, PM5Ds and M7CL to work seamlessly together, plus the fact that the number of faders on the control surface mean engineers don’t have to scroll through pages of menus to reach a certain channel, allowed a challenging and technically complex event to be handled very efficiently. We were very pleased that our consoles and interfaces were a key part of such a memorable event.”

The high quality sound and footage of the event can be viewed on T-Mobile’s YouTube channel at
http://www.youtube.com/lifesforsharing

About T-Mobile UK

T-Mobile is one of the world’s largest mobile operators with more than 125 million customers worldwide and is the service provider of choice for 16.7 million customers in the UK. T-Mobile offers a range of innovative products and services, such as Solo, the SIM-only plan Combi, a traditional minutes and text package, and Flext, the UK’s first flexible tariff. T-Mobile continues to innovate with new devices such as the UK’s first Android™-based smart phone, the T-Mobile G1, now with over 1,000 available applications. T-Mobile has pioneered the mobile internet, and operates an award-winning 3G network with speeds of up to 4.5Mbps. As a pioneer of deep network sharing in the UK, T-Mobile plans to deliver close to complete population coverage for 3G services in 2010.

http://www.t-mobile.co.uk

Data

Products PM1DV2 , PM5D

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