The Coca-Cola Company has launched a new campaign called Recycled Records in partnership with musicians Mark Ronson and Madlib. The campaign features an EP created using sounds from the bottle-to-bottle recycling process, as well as a short film narrated by MC Lyte and a sound library.
The film shows Ronson and Madlib creating the EP using recycled sounds such as forklift noises and the sound of air blown into a plastic bottle. The seven tracks on the EP are unique and draw a connection between the concept of music sampling and closed loop recycling. Recycled Records celebrates the transition of Sprite, Fresca, and Seagram's packaging from green to clear.
"Sampling is an artform which is constantly regenerating. The tiniest sound, whether from an old record or from the world around us, can inspire an entire piece of music. I learnt from my heroes, DJ Premier and Q-Tip, who all made incredible albums from sampling, and it’s stayed an integral part of my work up until today," said GRAMMY®-award winning producer and sampling master Mark Ronson.
Recycled Records Campaigns
Coca-Cola, Mark Ronson and Madlib to Launch 'Recycled Records'
Trend Themes
1. Bottle-to-bottle Recycling - Creating new products from the recycled materials of plastic bottles opens a pathway for sustainable practices and circular economy.
2. Music Sampling and Recycling Connection - Connecting music and recycling highlights unexpected ways to breathe new life, innovation and creativity into everyday actions.
3. Collaboration Campaigns for Sustainable Practices - Partnering with artists and influential personalities conveys environmental concerns to a broad audience and encourages them to participate in sustainable initiatives.
Industry Implications
1. Beverage/s and Bottling Industry - The beverage industry can leverage the campaign to promote its use of sustainable packaging, increase consumer engagement, and reinforce brand loyalty.
2. Music Industry - The recycle-remix concept can serve as a model for artists, producers, and music companies to create innovative music projects while raising awareness for sustainability and responsible consumption.
3. Public Relations and Advertising Industry - The Recycled Records campaign highlights the power of collaboration and brand storytelling, bringing attention to eco-conscious practices, and inspiring other companies to follow suit.