They may not even have realised it, but last week, Imogen Heap and Maroon 5 (pictured) were engaged in a modern-day equivalent of Scott and Amundsen's race to the South Pole, both striving to record a new song with the help of contributions from fans, who could follow their progress online. But it's not entirely clear who thrust their flag into the ground first.
Heap began working on her song sooner, on 14 March, when she asked fans to upload sound clips. Hundreds did, with Heap choosing such sounds as "water in pan" and "tube setting off" for the song. She then asked them to suggest words, using a wordcloud (bit.ly/cloudheap). Teaspoon cropped up a lot, so that features, as did words related to the Japanese earthquake, which gave the song its loose theme. Throughout the song's two-week genesis, Heap tweeted and live-streamed extensively, giving a genuine sense of this being a shared process. Then, on Monday, she debuted the finished product, Lifeline, with another live stream (bit.ly/heapsong). The response to the effervescent electropop tune was overwhelmingly positive. The song was then offered for download from iTunes on Tuesday.
Maroon 5's 24-hour recording session took place in a London studio on 22 March, and was streamed live at cocacola.com/music. This was very much a corporate exercise, with updates and fan input coming via Coke's official Twitter account, bottles scattered around the studio and the song itself "inspired by Coke". As you'll see from the highlights at the website, Maroon 5 perhaps didn't work quite as hard as Heap – they found time for table tennis and yoga sessions – nor were the levels of interaction as high, with fans mainly being asked to vote between two creative options. Still, the band did finish a typically peppy song, premiering their track five days earlier than Heap. However, the song will only be made available, for free, from Coke's website today (Friday), so Heap's song was downloadable first. It might not be clear who won the race, then, but Heap's was certainly a far more rewarding journey.
В ответ - тишина. Его руки крепче сжали ее шею. - Я сейчас ее убью. Сзади щелкнул взведенный курок «беретты». - Отпусти ее, - раздался ровный, холодный голос Стратмора.