Polaroid: 10 Days. 10 Covers. 10 years

The iconic camera brand which recently signed Lady Gaga up to the company payroll, is busy touting its credible music associations once again with the launch of a new creative music project.

Polaroid is facilitating the creation of new music, sponsoring Canadian quartet Tokyo Police Club to record 10 cover songs from the years 2001-2010 over the course of 10 days as part of the '10 Days. 10 Covers. 10 Years' project.

The band will record each of the songs (chosen by fans) in the studio over 10 hours, to be premiered the following morning at, 10am PST by one of seven exclusive media partners. Tracks include ‘Sweetness’ by Jimmy Eat World and ‘Little Sister’ by Queens of the Stoneage.

The whole concept is distinctly reminiscent of Coca-Cola’s earlier work this year with Maroon 5, which saw the band taking to the studio to record a brand new track in just 24 hours with help and inspiration from socially connected fans.

That said Polaroid's 10 Days promotion is a neat idea, fusing together brand, band and fan from the creative offset, encouraging the three parties to work collaboratively from selection and rehearsal through to live streaming and developing cover art.

The digital activation is part of Polaroid’s wider ‘The Movement’ campaign, which also features creative work with the band The Kills, who created a documentary film at the SXSW festival earlier this year.

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