Brands & Merch

Mew team up with Bang & Olufsen

By | Published on Friday 22 March 2013


Danish band Mew have announced a new partnership with audio brand Bang & Olufsen’s AV offshoot B&O Play. Details of their plans together are currently sketchy, except that they plan to “co-create an innovative experience with sound and music”.

As previously reported, Mew announced earlier this year that they had parted way with Sony Music, after almost ten years with the major label, and would return to releasing solely through their own label, Evil Office.

Speaking about the B&O deal, guitarist Bo Madsen told CMU: “For us it is the new way: Funding our music and art by engaging in creative collaborations. We have total artistic freedom, while being able to offer our fans experiences they would not have had otherwise. Here, we work with a quality-conscious partner who, like us, has a desire to bring the world something new. Addition, not repetition. The music experience is not just music, but also the world you create around the music. We want to add colours and dimensions to that world”.

And that approach is seemingly in line with the ambitions at B&O Play. Bang & Olufsen Vice President Henrik Taudorf Lorensen added: “B&O Play is about enabling people to enjoy quality music wherever they are. About building appreciation for great sound and music. So when the opportunity to work with one of the strongest Danish proponents for quality recordings arose, we saw a chance to expose our customers to an innovative music experience. In this project, our team and the band are having a fun time creating a music experience in the intersection between sound engineering, designed user interaction and music creation”.