For Immediate Release February 28, 2011
MICHAEL JACKSON’S ULTIMATE MUSIC FAN GLOBAL MASH-UP
TO LAUNCH ONLINE MARCH 7
INNOVATIVE “BEHIND THE MASK” VIDEO PROJECT SEEKS CREATIVE INPUT FROM ACROSS THE WORLD TO SHAPE UNIQUE ARTISTIC VISION
New York, NY – In the spirit of Michael Jackson’s pioneering videos that pushed the creative boundaries in capturing the look, feel and emotions of music, the Estate of Michael Jackson and Sony Music will provide everyone who likes music an opportunity to help create online a unique groundbreaking music video for the single “Behind the Mask”. Using the web in a truly innovative way, people from around the world on March 7 will come together to create an imaginative piece of Michael Jackson history in The Behind the Mask Project.
Led by the creative team at Radical Media and director Dennis Liu, participants will visit the website http://behindthemask.michaeljackson.com which will be loaded with simple tools that define the different roles one can play in this landmark project. First, users select a move, a lyric, or a crowd reaction; performers can even demonstrate their own moonwalk, the anti-gravity lean or the toe stand. Then, using the site’s split-screen template, contributors can shoot their move right on the website with their web cam (or their video camera) and upload their clip at the precise time it occurs in the video.
After the worldwide community has come together and done their part, the director will select the top clips and weave them into this historical work of Michael Jackson video art. The final results of The Behind the Mask Project will be unveiled during the first week in April.
“Behind the Mask” is a critic and fan favorite from MICHAEL – the unique collection of songs featuring Michael’s performances completed posthumously and released in December by the Michael Jackson Estate and Sony Music. MICHAEL was the #1 global album upon its release in December and has shipped over 3 million units worldwide making it one of the biggest albums of 2010. The album’s success continues to underscore Michael’s importance as a global icon and superstar, transcending cultures and languages.
Sign up now at http://www.michaeljackson.com for updates on the project. Participate starting March 7, 2011 at http://behindthemask.michaeljackson.com.
Dennis Liu is an award-winning digital filmmaker at @radical.media. Dennis quickly made a name for himself winning awards for clients that include Apple and Microsoft and being honored in the renowned “Saatchi & Saatchi New Directors Showcase”.
@radical.media is a global transmedia company that creates some of the world’s most innovative content and the home to @radical.media design+digital. @radical.media’s award-winning projects include the Academy Award®-winning documentary “The Fog of War”; the Grammy®-winning “Concert for George”; the Independent Spirit Award-winning “Metallica: Some Kind of Monster”; the award-winning digital experience “The Wilderness Downtown” for Google Creative Lab and Arcade Fire; the Grammy-nominated “The Johnny Cash Project”; the Emmy® and Golden Globe®-winning pilot episode of the hit series “Mad Men”; the Emmy®-winning “10 Days That Unexpectedly Changed America” for the History Channel; and five seasons of the critically acclaimed Sundance Channel series “Iconoclasts,” among others.
Michael Jacksons Online Team / Sony Music