The partnership, orchestrated by media agency UM London and IPC Inspire Men & Music's Creative Media team, was created to demonstrate the imaging capabilities of the Lumia 1020 and to deliver against the NME audience’s passion for live music, showcasing how the 41 megapixel camera and deep zoom functionality allow fans to get closer to the music they love, said the publisher.
The partnership will see NME use the Nokia Lumia 1020 to produce a series of Primal Scream backstage and live photo galleries and films. The first in the series sees an NME photographer on the road with the band to shoot their live performances and offers a sneak peek into the band in the dressing room, coming off stage and celebrating after the show. All this can be viewed in full here.
The on-the-road documentary will be shot using the Windows Phone handset, which is equipped with a 41 megapixel sensor, six physical lenses and the ability to attach to a specially made tripod mount.
Arron Child, Windows Phone UK marketing manager, Microsoft, says: "It’s great to be able to team up with NME and Primal Scream and get behind the scenes to find out what makes one of the greatest bands of this generation tick. We are really excited because, for the first time ever, we are going to be able to see the world through the different band members’ eyes as they take photos with the Nokia Lumia 1020. It is living proof that nothing else comes close to the Lumia 1020 as we have unparalleled access and each image from the tour will contain crisp detail thanks to a 41 Megalpixel sensor. We wanted to ensure that music fans can get a view from behind the scenes and of the gig as though they were in the front row."
Mike Williams, editor, NME, adds: "Mobile phone cameras have revolutionised the way in which live music moments are shared and loved, letting them become part of history rather than something ‘you had to be there’ to enjoy. We can't wait to get on the road with the Nokia handsets and start delivering content to readers, showing them the band as they've never seen them before."
The deal also sees NME offer readers a chance to win a Nokia Lumia 1020 and tickets to one of the shows on the tour, via this website.
