Photo: wenn.com
When someone mentions Nokia what’s the first thing that comes to mind? Perhaps it’s Snake on your old 3310, or maybe you just stare blankly into space and mutter Steve Jobs incantations under your breath. If this sounds like you then good god you’ve been missing some seriously cool collaborations between Nokia and Deadmau5.
Last year Deadmau5 joined up with Nokia to perform in front of Milbank Tower showcasing to the world the improbable technology and a change in direction for the mobile giant. Now Nokia and Deadmau5 have reunited once again for an exclusive launch of the new Windows Phone 8 Lumia devices: Lumia 920 and the Lumia 820.
This year’s location was kept a quietly guarded secret probing everyone to guess where Deadmau5 would be playing. Perhaps somewhere obscure, or would it be somewhere really touristy?
The party started south of the river on Union Street, an unpredicted choice of location, which to your average passer-by would have looked like any normal unsuspecting area. However, from the police cordoned off barriers and the Nokia illuminated signs around the street the slowly gathering crowd began to anticipate something special.
Deadmau5 appears on a rooftop wearing his infamously snazzy head; this time though it’s yellow, making sure that no one misses this mouse. Kicking off the set with ‘Some Chords’ the world famous DJ spends no time waiting to get the crowd started. The tempo gradually builds where everyone’s standing with their head towards the DJ decks illuminated in the sky. In unison to the beat of the music Deadmau5 flicks the switch and the dowdy looking street turns into a place to marvel at in awe.
‘Professional Griefers’ and ‘The Veldt’ go down a treat where the party’s now in full swing, despite the predictable British weather where hands are frozen and noses turning attractively red from the cold. It’s noticeable from Deadmau5 too that he’s slowly having enough, rubbing his fingers together at any opportunity to stop his hands ceasing up. Starting to feel the bite Deadmau5 interacts with the crowd and contemplates a jump off the building, instead he reappears again now up close and personal with the crowd on a lower level DJ deck.
The neon Nokia Lumia signs that are wheeled through the crowd aren’t exactly subtle, oh please buy our phones, beg the Finish mobile lords. However, if the phones are anything like the incredible lightshow then perhaps we’ll be making the switch too.
Deadmau5 puts on on one hell of a show; he’s well and truly given the power to a whole street through a few flicks of a button. Well it’s probably much more complex, but you get the idea. The set is kept short and sweet ending with ‘Channel 42’ and ‘Fn Pig’. There’s definitely a bit of an anti-climax though as the Shard is silhouetted in the background, making it hard to comprehend why this wasn’t part of the show? Although perhaps Nokia struggling against other mobile giants in today’s difficult economy probably has something to do with it. Deadmau5 scuttles off stage with a cheeky smile and a wave goodbye to the crowd.
Overall a phenomenal effort from Nokia and Deadmau5 and good lord they definitely know how to put on a damn good lightshow. These two are definitely invited over to light up the house Christmas tree, now what a sight that would be.
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