As the world watched Usain Bolt prepare to break an Olympic record on Sunday, his pre-run playing of an imaginary turntable was indicative of the role music plays at the core of the Games.
Now as we come into the home straight of the final week of the Games, and with Olympic fever gripping not just the capital but also billions of people across the globe, the entertainment just keeps on coming.
Download FRUKT's exclusive 'London 2012 Brands & Entertainment Insight Report' - Part 2: The Greatest Show On Earth
FRUKT has ventured from the Olympic Park to the beaches of Weymouth, sampling the unprecedented passion of Olympic fans across the country. From the overwhelming support on the street for our epic Opening Ceremony, to international fans singing along to the music that plays out across the Olympic park & venues, music holds a special place at the heart of the Games.
With music fans clamouring to purchase tracks from the Opening Ceremony, right through to global sports fans queuing to get into the entertainment experiences at Brand pavilions across the Olympic Park – music, entertainment and culture combine to form the cornerstone of the world’s most watched entertainment spectacle.