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News Release
(Download and share official press release as Google doc)

DANISH MUSIC GOES VIRTUAL

Move over My Space, twitter-your time is up; truly cutting edge musicians are now turning to more immersive forms of online social media to engage with new and established fans alike and the Scandinavians are proving to be the pioneers. Danish band ‘Giana Factory’ are a musical trio who have already gained critical and public acclaim for their distinctive sound which fuses edgy pop with ethereal electronica and they are about to see their unique music represented in a fresh way.
The band have recently consented to let ‘POP ART LAB’ a media/music production company that operates in the virtual world of ‘Second Life’ to use their song ‘Pixelated Truth’ as part of a virtual film making event that will see film makers from across the globe make a music video using only Second Life to shoot all scenes and action. ‘Known as machinima’ this genre of film making is emerging from its underground roots to become a recognised, credible and innovative way of producing videos with established movie directors such as Peter Greenaway, Stephen Spielberg and George Lucas all extoling the virtues of this art form.
POP ART LAB have been producing music TV shows, mixed reality events and collaborating with musicians since 2008 in Second Life plus they stream twenty, brand new CD releases –all virtually- to thousands of Second Life users and all in real time. This new collaboration with the ‘Giana Factory’ will allow for even more cross over between real and virtual life and even more music lovers become familiar with the Giana Factory signature sounds.
CEO of POP ART LAB, Claus Frisenberg Povlsen says of this new venture “POP ART LAB is proving that music can be promoted online in many different ways. The production of a music video for Giana Factory using nothing but Second Life for its creation, will show how online games can be used for more than just social interaction, but how they are also the platform of choice for different artistic genres. The low cost of production, great visuals and ease of use of such platforms also means that they are the perfect promotional vehicle during these economically hard times and I predict we will see many other record companies produce music videos in the same way this coming year-Giana Factory are ahead of their time!”

No Embargoes
Giana Factory www.myspace.com/gianafactory are signed to ‘Music for Dreams’
http://www.musicfordreams.net/
www.myspace.com/gianafactory

“Though fronted by the sister of Sharin Foo, Giana Factory shares little else with the stylized neo-garage of the Raveonettes. Instead, this Danish troupe specializes in frozen cold, electronic minimalism, heightening drama through an eerie starkness”
Jonathan Garrett, Pitchfork

“In 2009 – before having any releases to their credit – Giana Factory toured Scandinavia, Germany and all around Denmark, playing shows at SPOT Festival and Roskilde Festival, as well as supporting Glasvegas on tour. They have received stellar reviews in the Danish press and have been noticed as one of the most promising new Danish acts of 2009″
Last.FM