Emirates reaches out to music fans in 'Harmony' campaign

SINGAPORE - Emirates has launched a 'Harmony' campaign inviting participants to interact with a musical composition recorded by professional musicians playing traditional instruments from around the world.

Instruments include the harp, Taiko drum, bass guitar, saxophone, Shekere, Oudht and Indian Flute.

Visitors to the Harmony Campaign can browse the various instrumental arrangements and mash them up to create different versions of the score. All possible combinations have been designed to sound perfect together. 

Fans can also add their own recordings to the mix and upload the video or audio file to the Harmony Gallery where the sender can share it via Facebook, Twitter and email. 

Submissions that impress Emirates judges will be added to the airline’s dedicated YouTube channel.

Emirates is a partner of the Sydney, Melbourne and San Francisco Symphony Orchestras. The airline's inflight entertainment system offers more than 700 channels of musical genres, including classics and new releases from around the world.

“We’re taking our passion one step further by inviting music fans to help us create a unique musical journey that will showcase the many and varied destinations we serve." said Sir Maurice Flanagan, executive vice-chairman of Emirates Airline and Group. "It doesn’t matter whether you are a professional musician, a keen amateur or just fancy the opportunity to show what you can do with a couple of saucepans and a wooden spoon, we want you to get involved."

Emirates' 'Hello tomorrow' global brand platform, launched in April, includes TV, print, digital and out-of-home advertisements. 

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