Situation

The SL1200, which is loved by DJs and audio fans alike, was discontinued in 2010. However, it was continued again in 2014 after many people expressed their desire to see the brand make a comeback.

Brief

In a world where enjoying music digitally has become the mainstream, convey the idea of “Rediscover Music” to music fans using the SL1200, and put the product back in the spotlight.

Objectives

Let people know, particularly hardcore music fans around the world., that Technics SL1200 is back by creating a buzz around the product.

The world’s first orchestra comprised only of turntables as instruments, played a composition starting with the song that was the world's first sold LP: “Mendelssohn’s Concerto in E Minor.” The ensemble included thirty highly skilled DJs gathered from all around the world. Using this amazing turntable and the DJ's equally amazing techniques, they re-organized fragments from several classical music record sources, and played a completely different and new kind of music.

Technics slogan “Rediscover Music” was then capped off with a video.

We released the video and making of on Youtube on the Japanese “Day of the Record” (20 March), which is the day that the first song in the video, Mendelssohn’s concerto, was released in Japan. Without raising costs, we planned for our project to be broadcast on TV and released only the PR. Meanwhile, we also put up advertising in Tokyo and Osaka’s main station terminals to introduce the “Philharmonic Turntable Orchestra” artists. At the same time, we also opened the special website for “The Philharmonic Turntable Orchestra.”