ACURA AT SUNDANCE SOUND CITY
Acura approached us to create a 'must see' music-oriented event at the Sundance Film Festival that would align the brand with the festival's independent spirit.
Marketing Factory (MFI) created two Acura music events that dominated buzz and excitement on opening weekend. One event being the premiere of Dave Grohl's (Foo Fighters, Nirvana) film Sound City. The film was conceived by Grohl after purchasing a legendary custom-built Neve 8028 recording console from Sound City Studios. The board, built in 1972, is considered by many to be the crown jewel of analog recording equipment, having recorded such artists as Neil Young, Fleetwood Mac, Nirvana, and countless other musical legends.
Prior to the event, Dave Grohl participated in a Q & A at the Acura space on Main Street in Park City, hosted by legendary engineer and producer Elliot Scheiner who is the designer of the Acura 'ELS' sound system. The press conference at the Acura Studio drew top media outlets including newspapers and magazines USA Today, the Los Angeles Times, Billboard, the Hollywood Reporter, Fuse, and Access Hollywood.