When a room is perfectly soundproofed, it keeps outside noises outside and inside noises inside so that you can’t disturb your session or your neighbors. Still, there are other noises you should pay attention to, otherwise, your recording might be ruined. The equipment noises and impact ones are pretty frequent in such rooms, so you also have to pay attention to those. Throw in a washing machine and your experience is completely destroyed. Or is it?
Well, it depends on the machine you are choosing. According to tech specs, the noise level of a regular washing machine is 47dB. Use it in spin mode and you get 72dB. Now, when consumers decide which washer to buy, they take into consideration the noise level — which is one of the key factors that help clients in their decision. Miele‘s home and professional appliances are proven to be some of the quietest in the market.
The “Keep Spinning” composition proves that. The song, for which Miele and Serviceplan Russia teamed up with Russian singer Dmitry Malikov, was recorded in the “Laundry Records,” an unusual initiative through which the artists turned a laundry room into a recording studio. The out-of-the-ordinary studio took shape in a hotel’s basement and was equipped with all the necessary things: high sensitivity microphones and an audio console, a team of sound engineers, and Miele professional machines constantly working.
The first one to test the recording room was Malikov — a legend of Russian pop music. Every instrument that one hears in the composition, grand piano, guitar, clarinet, drums, and chimes — had to be recorded clearly so that the singer’s neoclassical song could sound perfectly. Alongside his musicians — Grishaev Evgeniy, Golovchenko Mikhai, and Over Serrano Villalon — the artist played the melody a couple of times, whose performance wasn’t disturbed by the washing machines.
The outcome is a success and proves that the sounds emitted by the Miele products are minimal to the point of being able to actually record a song while they are doing their jobs. The audience is invited to listen to Malikov’s instrumental track or see by themselves how the experience unfolded in a one-and-a-half-minute-long video. But the project doesn’t stop here: The next step is creating an album, Miele inviting other artists to record their song in this unusual studio. All they have to do is apply on the project’s page and share their song to win a spot inside the Laundry Records and a chance to be part of the brand’s upcoming LP.
Marketing Director of Miele, Veronika Shlepina, commented: “Recording a track in the Laundry Records was an experiment and even a challenge, both for us and the musicians, including Dmitry Malikov. Some people would be skeptical about the sound quality in a room full of working washing machines and tumble dryers, but Miele appliances were up for the job and showed their best side. Such benefits of our washing machines as silent ProfiEco motors and the “Extra Quiet” option for additional noise cancellation work stronger together and help to provide something more than just comfort at home. You’ll see and hear this “more” yourselves when you watch the video with the new track from Laundry Records – titled ‘Keep Spinning’.”
A large team was behind this project: Miele’s marketing department for both home and professional appliances was in charge of procuring access to the laundry and all the work regarding the appliances. Fancy State Music Agency was responsible for the redesign and professional recording of the track, as well as supervision over the artist.
Antidrama was the production company in charge of the shoot. The PR support is by Louder agency and media placement by Mediaplus Digital. The idea, strategy, and visuals for the project’s elements including identity, landing, page, design, single cover, and supporting advertising materials were developed by the Moscow-based agency.
Credits:
Client: Miele CIS
Veronika Shlepina: Marketing Director
Shirin Ismailova: Head of Marketing Communications
Svetlana Chermakova: Marketing Events Manager
Sergey Kantarzhi: Regional Sales Director Professional, Region Southern Eastern Europe (SEE)
Natalia Gamova: Marketing Communication Manager
Serviceplan Group, House of Communication
Jason Romeyko: Worldwide Executive Creative Director
Ruslan Gadeev: Account Director
Agency: Serviceplan Russia
Olga Starichenko: Chief Executive Officer
Evgenia Arabkina: Executive Creative Director
Anastasia Boykova: Strategic Planning Director
Sergei Soin: Lead Account Manager
Andrey Artyushin: Senior Copywriter
Ksenia Golovina: Art Director
Anna Kuptsova: Junior Art Director
Anastasia Khizovets: Junior Art Director
Maxim Kazantsev: Senior Interactive Designer
David Khandamov: Junior Interactive Designer
Lee Sharrock: International Communications Officer, Serviceplan Group
Talent
Dmitry Malikov: Lead musician
Grishaev Evgeniy, Golovchenko Mikhai, and Over Serrano Villalon: Session Musicians
Louder
Anastasia Gritskova: Head of Communications & Content
Maria Aleshina: Senior PR Manager
Daria Tarasova: PR Manager
Mediaplus Digital
Maria Bukina: Digital Manager
Production:
Fancy State Music Agency:
Pavel Tseytlin: Executive Producer
Natalia Perova: Celebrity Management
Aleksandr Ivanov: Producer
Maxim Golubchikov: Producer
Oleg Fedorov: Recording, Mixing, SFX
Antidrama studio
Aydar Sharipov: Director
Aydar Sharipov : Director of Photography
Igor Virabov: Director of the second unit
Evgeniy Disterlo: Operator Director of the second unit
Aleksandra Smirnova: Set Designer
Daniil Demidov: Editing Director
Andrey Borovkov: Color
Ilya Petrukhin: CG Supervisor
Ivan Oganesov: Creative Producer
Maria Gasparyan: Executive Producer
Valerya Yudina: Producer
Genadiy Zhen: Production Manager
Dmitry Tyklin: Production Assistant