23 July 2012
Alasdair Byers
Following the enormous light show on Millbank Tower for Deadmau5' London appearance in November 2011 and a host of live augmented-reality public shows at public squares across Australia in March, the latest installment of Nokia's Lumia Live showcase lit up Sheffield's Tramlines Festival on Friday 20th July.
Sponsors of the main stage, Nokia's street team issued Xylobands - remotely controlled light up wristbands - to the 8,000 festival-goers that attended the launch. An electric opening by bass-heavy London DJ collective True Tiger coincided with the Nokia team's simultaneous lighting up of the entire audiences wristbands in a crazed ocean of red, green, orange and white light flashing in time to the beat. Jason Regler, the inventor of Xylobands™ said, "It was amazing to once again see how well the bands worked in an outdoor venue and how they enhanced the festival experience. We were thrilled to be a part of Nokia’s Lumia Live lightshow, particularly at a great free festival like Tramlines."
Xylobands are a business venture part owned by Coldplay. Nokia Lumia Live was the first show to use the wristbands in a festival environment, to a delighted response from the crowd.
Nokia sponsored 3 stages over the weekend, in Sheffield venues the Harley, Plug and DQ - hosting names including MJ Cole and Danny Beck.
"Nokia were great - as they got in touch with local promoters and let the experts pick the line up - its nice that the business let the Sheffield locals dictate who plays at their own festival" said Tramlines organiser Sarah Nulty.
Nokia Lumia phone owners also got access to a ‘Sheffield Showcase’ playlist on Nokia Mix Radio- the free music service, featuring the choice music from the renowned city.
Nokia's technological and design innovations have made its brand one of the most recognized in the world.
For more information, visit http://www.nokia.com/about-nokia.
