Branded Content/Entertainment in Australia is relatively free of restrictions and regulations. However, the brand, or funding source, must be openly disclosed to the audience. This applies to all main media.

Within TV, of the five main Free-To-Air networks, 2 of them have significant restrictions - the national government-owned ABC can have absolutely no branded content, or commercial reference to brands. The other, SBS, has considerable restrictions.

The current climate in Australia regarding branded entertainment is one of major commercial growth and momentum. Online platforms and subscription TV are the most popular for placement of branded entertainment, but Free-To-Air TV is by far the most desirable and the most difficult to secure

A combination of bespoke and existing software was used to create this installation. The physical instrumentation was built in conjunction with the track composition and much of the software controlling the instruments was written specifically for the project.

Felix (the conductor) and the rest of the central console used a custom application that sent a MIDI signals over wifi, which initiated each physical instrument when the conductor tapped the tablet screen.

Custom lighting was also used to accentuate the sounds and bring the experimental spectacle to life.

Although the ensemble was designed specifically for this track they can play anything.

In just over one month we achieved:

- Over 3.8 million views across Facebook and YouTube

- Over 175,000 Facebook actions (likes, shares, comments)

- Over 2,000 tweets

And appeared in over 600 news and blog stories

As a fitting end to the project, Flume who was nominated for an unprecedented eight ARIA Awards (the Australian GRAMMYs) extended the piece (written for Intelligent Sounds) into a full-length track, and performed it in front of a national TV audience of millions at the award show.

The new track was also included on the Deluxe Edition of Flume’s eponymous multi-platinum selling album.