The Drum Awards Festival - Extended Deadline

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By Richard Draycott, Managing Director

March 10, 2017 | 2 min read

Collective London has developed the launch campaign for MQA, an award-winning British audio technology, which aims to take hi-res studio quality sound music to the masses.

Entitled ‘Take Me There’, the campaign comprises two short brand films, an updated website and print collateral. The films, directed by Tom King at Gas & Electric, dramatise the user-experience of MQA – taking viewers from everyday listening environments to the recording studio or live venue. They feature rising star cellist Edgar Moreau and hip-hop artist Mike Ellison.

Adam Cleaver, co-founder at Collective London, said: “MQA is a game-changing technology that means you can now listen to music as it sounded when the artist first recorded it. It’s literally like being in the studio, hearing what the artist heard. Bringing that fact to life has allowed us to deliver a really memorable and captivating campaign.”

Lisa Sullivan, director of Marketing at MQA, is set to take to the stage at South By South West next week discussing how tech such as MQA can help make hi-res music the norm for listeners, said: “The creative assets Collective developed, especially the two films, really helped us have the impact we were looking for at CES, and extend the brand and messaging to music fans, worldwide. This launch gives us the platform to take the brand to the next level.”

The MQA team has created a technology that captures the sound of the original studio performance. MQA’s award-winning technology is licensed by labels, music services and hardware manufacturers worldwide. CES saw the launch of MQA music on Tidal’s streaming service under the new ‘Master’ audio feature.

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