truth® SPINS ON: Washington, DC-Area Man Wins DJ Contest

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a Washington, DC-based DJ and producer was named the winner of an online DJ contest hosted by truth®. The youth smoking prevention campaign asked fans to create their own remixes of a song from the latest truth® advertising campaign, the Sunny Side of truth®. The winning version was voted the best of all the entries submitted on imeem.com, a popular music community.The winner received a $600 DJ software package, and his track will be promoted by truth® on popular music sites like imeem, iTunes, and Pandora, among others.

imeem contest page

Desmond Williams, a Washington, DC-based DJ and producer, created an electronica-infused, three-minute riff to be named the winner of an online DJ contest hosted by truth®. The youth smoking prevention campaign asked fans to create their own remixes of a song from the latest truth® advertising campaign, the Sunny Side of truth®. Mr. Williams' version was voted the best of all the entries submitted on imeem.com, a popular music community. Mr. Williams won a $600 DJ software package, and his track will be promoted by truth® on popular music sites like imeem, iTunes, and Pandora, among others. The winning track can be heard at the truth® profile on imeem.com.

Williams, a professional engineer, producer, and musician for more than 20 years, re-mixed his own version of the song from the campaign television ad "Typo." The ad, which ran earlier this year, featured animated typewriters, documents and liquid paper filling the air, accompanied by teens who sing about how statistics on the millions of deaths from tobacco "must have been a typo." David Yazbek, a Tony-nominated lyricist and composer, wrote the original "Typo" music featured in the tongue-in-cheek campaign.

Mr. Williams joins the nine innovative DJs and bands who previously re-mixed songs from the "Sunny Side of truth®" advertising campaign in styles from house and hip-hop to electro. As part of the truth® "ReMix" project launched in July 2008, DJs and bands such as Cobra Starship, Diplo, Kaskade, Mix Master Mike and more were asked to put their own twist on songs from the campaign. The ReMix music tracks were then packaged as a special CD compilation and available for download online as part of a comprehensive effort to reach more of the teen audience through technology and alternative media & entertainment.

The original ReMix tracks released last summer were featured on outlets like Facebook, MySpace, Pandora, iLike and other sites already popular with teens. In addition, the artists involved with the campaign also created video podcasts featured on thetruth.com Web site. The ReMix music itself was integrated into television programming on cable channels popular with teens, like VH1, G4, SiTV and fuse. Podcasts are still playing on:

  •     Fuel is showing podcasts of Kenny Dope, Mix Master Mike, and Cobra Starship during its show, The Daily Habit, four times per week through the end of the year.
  •     The N will run two-minute videos of Mix Master Mike, Cobra Starship and Kaskade through December 22.

In other truth®-related news, a new game on the truth® Web site features one of the cartoon characters from the "Sunny Side of truth®" campaign. In the game "Cupid's Revenge", players guide a tough-guy Cupid through a sky filled with some of the 4000+ chemicals found in cigarette smoke. Every time Cupid crashes into one of these containers of chemicals, it is destroyed and Cupid can fly a little higher. If players successfully destroy enough chemicals while dodging cancer as it flies around, they can submit their names to the leader board and challenge a friend to beat their scores.

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Patricia O'Callaghan
the ad-itive
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Patricia McLaughlin