The song of the sea
The brewery, in collaboration with musician Sebastian Plano and label Mercury KX, has transformed ethereal ocean sounds into a one-of-a-kind song.
The Atlantic Ocean, credited as the recording artist Keynvor, was instrumental to the debut single titled "Preservation." The song was created using recordings of waves crashing on the rocks of a beach in Cornwall that were combined with the musical stylings of Plano.
The profits of the beautiful song will be used to raise awareness for ocean conservation. All proceeds from streams or downloads of the single will go to Surfers Against Sewage, a charity whose goal is to address plastic pollution and save the U.K. coastline. (Related: Plastic pollution is threatening fish populations and the fishing industry in Central America.)
Plano shared that to make the unique single, he used the sound of waves hitting the rocks on a beach to create a memorable beat. He added that all the rhythmic elements of the single were born from the sounds of the ocean.
Plano commented, "The sea has so much power and I wanted to convey this in my music."
Hugo Tagholm, Surfers Against Sewage's chief executive, said that the group was incredibly proud to help boost the ocean's call for help via the groundbreaking Keynvor project. Tagholm cautioned that even though the world's oceans are in danger and "facing unprecedented challenges including the growing threat of plastic pollution," by working together, everyone can help address worrying issues such as plastic pollution.
Keynvor and Cornwall
Sharp’s Brewery's collaboration with Universal Music helped promote "Preservation."
The brewer got in touch with advertising company Havas London to spearhead a campaign that will celebrate its Cornish roots and help preserve its coastal regions. The result of the ambitious collaboration was Keynvor's debut single.
"Keynvor" is a Cornish word that means "Atlantic Ocean." "Preservation" was published by Mercury KX/Decca Publishing on digital music providers like Apple Music, Google Play, iTunes, and Spotify.
James Nicholls, senior brand manager at Sharp’s Brewery, said that the company was more than willing to help save the nation's "unique and spectacular coastal regions." He shared that since Sharp's Brewery is located in Cornwall, it's alarming to see the beaches that they know and love suffer from environmental damage.
Nicholls added that the Keynvor project was their way of resolving the destruction of the waters and beaches in Cornwall. He noted, "The Keynvor project is built around, inspired by and intrinsically linked to the coast – what better way to save our beaches than recruit the ocean itself."
Matt Swinburne, Havas London's creative director, added that Sharp's Brewery is closely connected to the coast. Swinburne shared that the brewery is only doing its part to save the very coastline that is an integral part of its brand.
Swinburne concluded, "This is something Sharp’s cares passionately about – so we’re proud to have created an innovative, permanent platform together that both celebrates and supports the coast, not just now but in the future."
Read more articles with updates on various projects that aim to address plastic pollution at GreenLivingNews.com.
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