february 23, 2016
Audio Spotlight directional speakers used to promote “Beatles in Mono" vinyl release
National Media Services, Inc. & Blue Blast Media used Audio Spotlight directional speakers to beam the Beatles song "Tomorrow Never Knows" to select points on sidewalks in NYC and LA locations. This was to promote the release of the new "Beatles in Mono" vinyl collection.
Audio Spotlight® Digital HD Projections: The Beatles
NMS took to the streets of New York City and Los Angeles armed with our heavy duty HD Projection Gear, the Audio Spotlight and a little known rock band from Liverpool England, The Beatles. The 3 night campaign was a lead in to the rerelease of the group's catalog - this time in mono and on pristine 180 gram vinyl, in meticulous, near-exact reproductions of the original British releases: with the same fold-over sleeves, similar laminated front covers, the same typefaces and all everything a collector could want.
The Audio Spotlight directional audio technology "beams" sound directly into the ears of individuals, without being audible to others walking nearby. The effect was perfect for the mono flavor of the Beatles rerelease.
Unlike traditional speakers, the Audio Spotlight technology targets sound that can only be heard when passersby are directly inside a tight, narrow beam of sound created by the speaker system. When a person steps into the beam of sound they would hear the Beatles song "Tomorrow Never Knows," but when they step outside the area the music is gone... leaving people wondering where the sound came from and attracting consumers' attention to the Bright Bold HD Projection above. In addition to drawing attention to the message, the technology allows sound to be confined to well defined, specific areas, preventing noise complaints from neighbors that would prohibit traditional loudspeakers. NMS has used the Audio Spotlight in the past for Projection campaigns, this was the first time in a while that we were able to find a project that meshed well with the technology.
The Audio Spotlight system creates focused beams of sound by using a narrow beam of ultrasound as a "virtual" sound source. While ultrasound itself is outside the range of human hearing, this innovative technique causes the air itself to change the ultrasound's "shape" as it travels. This change leads to the creation of clear sound that can be directed to a precise location, with directivity and control far exceeding any traditional loudspeaker. This directional audio technology has been used in the past to reach consumers at amusement parks, museums, trade shows and retail stores. In the Out Of Home Advertising industry, Audio Spotlight® has been used in conjunction with Outdoor Billboards, in-store retail activations and Guerilla HD Projection Campaigns. The Audio Spotlight has won an Obie award too. When paired with the right audio track, the Audio Spotlight technology is nothing short of awesome. The Beatles mono recording of the 1966 song "Tomorrow Never Knows" from the Revolver Album was a strong fit.
About Holosonic Research Labs, Inc.
Holosonic Research Labs, Inc., a pioneer in directional acoustics, develops and manufactures the Audio Spotlight® directional sound system. Founded in 1999 by MIT graduate Dr. F. Joseph Pompei, Holosonics’ Audio Spotlight technology is used in a wide variety of applications including museums, libraries, offices, reception areas, retail displays, trade shows and retail kiosks. The world’s top organizations and companies use the Audio Spotlight directional sound system to beam sound to their listeners... and preserve the quiet.™
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