In March Sony created Sony Soundville in Seyðisfjörður, a village in the Eastfjords region of Iceland where they filled the village with truck loads of speakers and then played music by 12 artists, to 800 pairs of ears, for 3 days and nights to see what happened to the locals and how they reacted to the various music and sounds…(“day 2 in Sony Soundville..” slightly Big Brother on Sony’s part maybe). Apart from probably winding up some of the older folk it does actually look really fun and seems like it was a very successful experiment for Sony (cough, marketing ploy)and everyone taking part. Unlike the mundane Big Brother it’s actually interesting how the locals reacted to music from the likes of Richard Fearless, Múm, Elegi, The Guillemots and Bob Dylan seeing how moods changed from each individual aswell as the changing atmosphere of the usually quite village. For me it seems fitting that Sony chose Iceland for this experiment as so many stunning ambient and alternative sounds have been produced by Icelandic artists such as Sigur Rós, Björk, The Sugarcubes, Múm and Emilíana Torrini.
Take a look at the Sony Soundville advert below, my favorites are the two twin like men waddling in time like penguins.
Click here for the official website, there is a video about the making of it which is worth a view.