Last week, a hubbub of colourful scenesters filled the grubby confines of London??s Bethnal Green Working Men??s Club for the UK launch of UK Ipod Battle. Yet this soiree was not a spangley marketing ploy arranged by Apple Computers. Rather it was an organic reaction to integrate both the iconography and functionality of the ubiquitous Ipod into everyday existence, even
during a night out.
For those of you not yet acquainted with Ipod Battle, it is a playoff of ping pong songs using Ipods. Two teams at any given time, select their choice of crowd pleasers from their library of MP3??s, playing their choice jams through the mother of all speakers. The crowd get to pick their favourite songs by hollering after each. Through multiple eliminations, the teams are winnowed down, with the honor of victory going to the team that rates the most fervent audience response.
In its infancy, this event was first held March 2006 at Parisian hotspot Le Paris Paris. It was organised by Parisian electro-pop lords Romain Rock and Teki Latex of leftfield rap sensations TTC. Seeing Ipod Battle??s potential two in-the-know Londoners visiting the night - Louis and Lolo of Girlcore - took on the concept with the support of their French counterparts.
At the London battle the duo proved their worth with the stellar teams they pulled in: M.I.A, Mystery Jets, Fabric, the Gucci Soundsytem, Counterfeet, Wowow, People are Germs and Vice, Orgasmic, and Cuiziner & Romain Rock. But it was M.I.A's squad that wowed the crowd with booty shaking antics and their irresistible neon bling.
In a bid to win the London crowd??s hearts, the teams became as crazy as the shouty crowd; in fact, one of London??s super-clubs Fabric team members got so worked-up he cut his hands shaking the metal cage which encompassed the modest stage. Easy Tiger!
Ipod Battle proves how powerful brands have become. With clever advertising and slick design Ipod is now the Hoover of MP3 players - a staple item for the digital lifestyle. The promoters Lolo and Louis, although proper counter-culture fodder, are clearly not brand snobs and said ??The doors are open [to Ipod] really, we would love to talk with them about interesting ways to work together.?
Perhaps countercultures should create more brand-building events, rather than serving as inspiration for less authentic campaigns. If nothing else,corporations would be less at risk of falling victim to useless campaigns that do little to connect with their market segment.
Photographs courtesy of Lautaro Vera
