Nokia today launched its Music Play marketing initiative in style at Sydney's Circular Quay, calling on ARIA nominees Evermore for a special performance.
Evermore played four tracks for the assembled crowd of "selected guests", all from their new album "Real Life" and their previous album, "Dreams".
The performance followed Nokia's announcement of its new Music Play initiative, which signals the Finnish phone giant's commitment to music playback functionality in its product range. According to Nokia, the Music Play Web site will be "packed with useful info on getting music on your mobile and upcoming Nokia Music events."
Nokia's music phone range consists of the 3250, 6280, N91, N80 and N70 handsets. Nokia is particularly pushing the N91 (AU$1119) -- a high-end phone with 4GB of storage space (capable of holding up to 3000 songs) -- and the 3250 (AU$649) which offers up a funky twisting design, an integrated 2-megapixel camera and a music player.
Nokia's affiliation with Evermore began when the company provided each band member with an N91 for use on tour. Evermore's Hume brothers had nothing but praise for the phone. "It rocks! It's got heaps of space for music tracks, which was awesome for kicking back and listening to music and not worrying about missing a call when you're in Egypt and riding past the pyramids on a camel," they said.
Yet at today's event, band member Peter admitted to CNET.com.au that "the [N91's] lapel thing looks a bit dorky."
The affiliation will continue with two free public performances. The first will take place tonight at 6pm at King Street Wharf in Sydney. Those in attendance will also get the chance to catch a first look at the behind-the-scenes documentary on the making of the band's new music video.
For those in Melbourne, a similar performance will be held on 13 June in Federation Square.