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NME allies with Windows Phone on Primal project

By | Published on Monday 9 December 2013

Primal Scream

Well, if you’re going to film a band who were big in the 90s, why not do it on a phone that was big in the 1990s too? And so the NME has announced an alliance with Nokia to document some upcoming live shows from Primal Scream using only a phone. A Nokia phone. Let’s hope the filmmakers don’t get too distracted playing ‘Snake’.

To be fair, the phone being used doesn’t date from the 20th century, it being the Nokia Lumia 1020 Windows Phone launched back in August which, apparently, is rather good at taking photos and filming middle-aged rock bands.

An NME photographer will be photographing the Scream with the smartphone, while band-members will also be snapping and a behind-the-scenes documentary will be filmed on the device, all of which will be shared with the music mag’s lucky readers at www.nme.com/lumia1020 as the result of one of those brand partnership shindigs orchestrated by NME publisher IPC and media agency UM London.

Confirming the tie up, Arron Child, UK Marketing Manager for Windows Phone at Microsoft, which is in the process of buying the Nokia mobile business, told CMU: “It’s great to be able to team up with NME and Primal Scream and get behind the scenes to find out what makes one of the greatest bands of this generation tick. We are really excited because, for the first time ever, we are going to be able to see the world through the different band members’ eyes as they take photos with the Nokia Lumia 1020”.

He waffles on: “It is living proof that nothing else comes close to the Lumia 1020 as we have unparalleled access and each image from the tour will contain crisp detail thanks to a 41 Megalpixel sensor. We wanted to ensure that music fans can get a view from behind the scenes and of the gig as though they were in the front row”.

Meanwhile NME Editor Mike Williams added: “Mobile phone cameras have revolutionised the way in which live music moments are shared and loved, letting them become part of history rather than something ‘you had to be there’ to enjoy. We can’t wait to get on the road with the Nokia handsets and start delivering content to readers, showing them the band as they’ve never seen them before”.



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