Sting, a sometime member of new age band The Police, launched his solo album, ‘Brand New Day’, in late-1999. One of its stand-out tracks was ‘Desert Rose’, which played on strong Arabic influences, supported by the warblings of Cheb Mami. As with most popular music, the accompanying video featured Sting being chauffeured across the Mojave Desert in a brand-new Jaguar S-Type. A subsequent commercial deal was struck with Jaguar Cars and the music and motorcar became inextricably linked during Millennium year.
The motor industry and music scene were also connected most successfully, when Volkswagen sponsored rock bands Genesis, Bon Jovi and the Rolling Stones, as well as solo bluesman, Eric Clapton, on a series of late-1990s’ world tours. The company even launched dedicated models off the back of the promotion. Toyota GB also supported Phil Collins on his 1997 ‘Dance Into Europe’ tour. Therefore, cars and music can be understandably comfortable bed-mates.
British/Kosovan singer-songwriter, Dua Lipa, has collaborated with Jaguar to make music in a completely new way. Using Jaguar’s custom-made software, she created an exclusive remix of her latest track, ‘Want To’, and empowered fans all over the world to create personalised remixes using their own data, gained from the way they drive, the songs they listen to, or by tapping a rhythm on a mobile.
Over a million different remixes are possible, with multiple tempos and versions based on a range of music genres from hip-hop and dance, to orchestral, pop music and drum and bass. The track has already become the most remixed song in history following its launch at an exclusive gig at Sugar City in Amsterdam, where music fans and stars from across Europe, including supermodel Doutzen Kroes and actress Alix Benezech, drove the all-electric, Jaguar I-PACE to create their own versions.
To create her own remix of ‘Want To’, Dua Lipa drove the I-PACE and her style of driving was captured by the car’s ‘intelligent’ on-board sensors. From the amount of electrical energy consumed, to the way Dua Lipa accelerated and braked, the data captured was used to influence the track, from its tempo to the arrangement and even the overall feel.
The ‘Dua Lipa x Jaguar’ version of ‘Want To’ appears on the album ‘Dua Lipa - The Complete Collection’, released in early-September 2018. Speaking at the track’s launch in Amsterdam, Dua Lipa stated: “I’m so excited to collaborate with Jaguar and push the boundaries of music and technology for my fans. It’s pretty mind-blowing that anyone can create their own unique version of my single ‘Want To’, based on the way they drive a car, or what type of music they listen to. The data from my drive in the electric I-PACE can alter the energy of my music to create a totally new and incredible sound.”
It is not only drivers, who can remix the track, as music fans across the globe will also be able to create their own versions of the Dua Lipa song by using Jaguar’s clever remix software, which is available at http://remix.jointhepace.com. This innovative app allows users to remix the Dua Lipa track using their Spotify streaming history, taking data from the music they listen to and rearranging elements of the track to create a personalised version. From the average tempo of your personal playlist, to the mood and energy of the music you stream most often, the data is used to conduct a remix just for you. Those without a Spotify account can also create a remix in the app by tapping their mobile to ‘set the pace’ of a new version of the song. All remixes can then be shared via the user’s social channels.
