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Tooheys Extra Dry unveils international collaboration: The Lab www.tedthelab.com

Sydney, 9 November, 2009: Tooheys Extra Dry has unveiled its latest ground breaking project The Lab, an initiative which will see one rising Australian music act fly to New York to collaborate with world famous musician and producer Mark Ronson in his studio with Santigold, Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and members of The Dap-Kings.

The final track, written and produced in Tooheys Extra Dry: The Lab will feature as the soundtrack for the next national advertising campaign, and the winner’s journey will be filmed from start to finish, resulting in a fly-on-wall documentary for release in March next year.

“We’re going to get some very talented people,” said Mark Ronson. “Then, add the wealth of experience of the artists we’re collaborating with, plus me producing it, it almost seems like it’s scientifically engineered to create the best song possible.”

Tooheys Extra Dry has more than six years experience working with the music industry, including festival sponsorships and brand initiatives such as uncharTED, uncharTED LIVE and 6 Beers of Separation.

The brand is well-known for pushing boundaries with its advertising campaigns and breaking new creative ground through use of music: its infamous ‘Tongue’ ad used the relatively unknown Benny Bennassi track ‘Satisfaction’, which resulted in the track becoming a radio and dance floor hit in its own right.

Tooheys Extra Dry: The Lab is the next phase in the brand’s music led collaborative approach. To be part of this amazing opportunity, bands and solo artists need to register online before 18 November 2009 at www.tedthelab.com

Key Dates are:

•       6 November  – 18 November 2009 – Artist Registration open – www.tedthelab.com
•       4 December 2009 – Winner Announcement and extended special content launched at www.tedthelab.com
•       7 December – 11 December 2009 – Writing week with collaborators in New York
•       January 2010 – Documentary trailer launched
•       4 January  – 11 January  2010 – Recording week in New York
•       March 2010 – TV campaign, track release and documentary launch