MOTÖRHEAD mainman Lemmy Kilmister has re-recorded the band’s legendary ‘Ace Of Spades’ at half the tempo as a blues number for use in an advertising campaign for Kronenbourg 1664 titled Slow Down The Pace. Check out the commercial, as well as behind-the-scenes footage from the recordings below.
BraveWords.com recently received the following press release regarding the campaign:
Heineken UK is bringing Kronenbourg 1664 back to the small screens with the first TV support for the premium lager band since 2006 with the launch of ‘Slow The Pace’, a new integrated advertising campaign which breaks this week.
The first execution in the new campaign shows iconic rock band Motörhead performing a slowed down version of their classic track, ‘Ace Of Spades’.
30 years to the month since it was first written, the track has been specially re-written by the band for a Kronenbourg 1664 campaign that will encompass TV, press and digital advertising, a short-film documentary and a social media activity..
‘Slow the Pace’ is rooted in the idea that Kronenbourg 1664 is a beer with a lingering complexity that deserves to be savoured slowly. The concept will be brought to life over the next year in a series of executions based on unique musical collaborations with leading artists commissioned to re-write and record a slowed down, chilled out version of one of their most famous fast tracks.
The campaign begins with a reworked version of Motörhead’s fast and furious, ‘Ace of Spades’.
The ad, which will launch as a 60-second TV execution, was shot in a French bar and shows patrons relaxing and chatting while Motörhead play the new version of the song, with founder member and lead singer Lemmy on harmonica rather than his familiar electric bass guitar.
The film documentary charts the process of the band re-writing the track in the studio through to the ad shoot. All film assets will be housed on www.youtube.com/k1664. The track will be available for download at k1664.co.uk.
Lucas Bergmans, Senior Brand Manager – Kronenbourg 1664 at Heineken UK said, “Showing Motörhead performing a memorably different version of their legendary ‘Ace Of Spades’ track as they enjoy Kronenbourg 1664 is a powerful and innovative way to deliver the consumer message that Kronenbourg 1664 is a beer that is brewed to be enjoyed slowly – in any circumstances.”
The TV campaign will be supplemented by a series of product -focused national newspaper advertisements which will reinforce Kronenbourg 1664’s positioning as a premium French beer with a rich flavour and provenance that is fully appreciated when savoured slowly.
According to Ian Burrell from Independent.co.uk, MOTÖRHEAD mainman Lemmy Kilmister has re-recorded the band’s legendary ‘Ace Of Spades’ at half the tempo as a blues number – and sanctioned it for a commercial.
The new, languid version of ‘Ace Of Spades’ will air this Sunday in the UK. Lemmy will be seen supping a glass of French lager instead of his usual Jack Daniel’s, as part of an advertising campaign for Kronenbourg 1664 titled Slow Down The Pace. The track, on which Lemmy plays harmonica, will be made available for download from the beer brand’s website.
‘Ace Of Spades’ has not been re-recorded before. It features Lemmy’s two Motorhead bandmates, Phil Campbell and Mikkey Dee, who both appear in the TV ad jamming in a bar close to Lemmy’s home in Los Angeles, but which has been dressed to give the impression of rural France.
Matt Doman, creative director at the advertising agency BBH, admitted Lemmy “was quite challenging but really because he’s very protective of the track. We spent a rollercoaster of a day with him in the recording studio.”
A new trailer for Lemmy, the long-awaited documentary about legendary MOTÖRHEAD vocalist/bassist Lemmy Kilmister, can be seen below.
Lemmy premiered in March 2010 during South by Southwest in Austin, TX.
Although a release date for the Lemmy DVDi has not yet been announced, directors / producers Greg Olliver and Wes Orshoski promise “two hours of amazing movie and four hours of amazing bonus material.”
Earlier this year, Metal-Rules.com interviewed co-director Wes Orshoski (the other director is Greg Olliver) to learn more about this exciting upcoming film. That interview can be viewed HERE.
LEMMY KILMISTER CONFIRMED FOR: MARKY RAMONE’S BENEFIT CONCERT OF RAMONES MUSIC WITH ALL-STAR BAND
BILLY SHEEHAN, MICHALE GRAVES, JEFF DUNCAN, MARKO DESANTIS & ANDY HILFIGER
Friday, October 8th – In Hollywood, CA @ Musicians Institute
HOLLYWOOD, CA (September 7, 2010) – Lemmy Kilmister (Motorhead)has confirmed to play along with Billy Sheehan (Mr. Big, David Lee Roth), Michael Graves (The Misfits), Jeff Duncan (Armored Saint), Marko DeSantis (Sugarcult), Andy Hilfiger (bassologist/Fashion Guru) and Marky Ramone himself for a full concert of The Ramones. You will hear the music that defined many generations and inspired many bands. Marky’s set list is comprised of 31 historical Ramones songs such as SEDATED, K.K.K., PSYCHOTHERAPY, BLITZKREIG BOP, PINHEAD and more!
The legendary Rock Hall of Fame drummer for The Ramones is performing a special all-star fund-raising concert on Friday, October 8, 2010 at 8pm in the MI Concert Hall. Doors open at 7:30pm. The concert is in benefit for the newly-created Marky Ramone Drum Scholarship for Musicians Institute in Hollywood, CA. “I am much honored to be chosen as an artist for the scholarship program. Music for kids is very important to have,” explains Marky. 100% of the event proceeds will fund the newly-created Marky Ramone Drum Scholarship at MI.
ONLINE ADVANCE SALE: General Admission seats (festival seating) are $30, VIP seating is $45 (guaranteed first 3 rows), $99 VIP Backstage (First 3 rows seating guaranteed | Backstage Pass | After-Show Meet & Greet | Special Marky Ramone Gift bag).
WALK-UP (day of show): General Admission seats (festival seating) are $35, VIP seating is $50 (guaranteed first 3 rows), VIP Backstage not available.
Musicians Institute Concert Hall
1655 N. McCadden Place
Hollywood, CA 90028
Marky Ramone is a member of the Rock ‘N’ Roll Hall of Fame, and is best known for the 15 years he spent drumming for The Ramones. The Ramones formed in 1974, and are often cited as the first punk-rock group. Marky is the only living member of the longest running Ramones line-up – which featured Johnny, Joey, Dee Dee, and Marky. He has performed over 1700 shows and more than 15 album releases during his tenure (starting in 1978) as a member of The Ramones.
HELL, MI, USA — A Michigan man believes he’s found his savior at the breakfast table.
Forest Rhal was eating breakfast this Thursday morning at a local diner when he spotted his savior’s face on his last piece of toast. After studying the toast, Forest says he and friends also see his redeemers holy visage and moles. The shoulder-length dark hair, famous moustache and moles looked all too familiar to Forest.
Rhal, an aspiring novelist, says he isn’t planning on selling the toast, and hopes that the image will help “renew the hope and metal faith” of those who see it.
“I know there’s a lot of people who believe there’s some reason for it being there,” said Rahl. “I just don’t know, but I could never eat it even though I imagine that it would taste like eternity wrapped in a Rickenbacker soaked in alcohol.”
“It came out just exactly like that. I didn’t do anything special,” Forest said. “The Lem works in mysterious ways, but I don’t think there’s any magic to it. But it is a reminder that Lemmy is with you every day of your life.”
Not wanting to eat the toast, Forest preserved it in an airtight plastic container. It’s been on his mantle since and miraculously has yet to show any sign of going bad! He’s showed it to many friends, some who believe there’s something wondrous and magical about the image, and some who don’t. The toast has become a popular topic of conversation among friends at his favorite diner.
South By Southwest (SXSW) is an annual music and film conference/festival held yearly in beautiful Austin, Texas. In the 21 years of its existence, SXSW has served as a launching pad for many unknown bands turned media darlings overnight. For one week in the month of March each year bands from all over the world gather in downtown Austin and showcase their music, their craft, for record executives, media big wigs, and most importantly in my opinion, music lovers!
This all sounds like a splendid and festive occasion with the exception of one detail. SXSW has almost exclusively all but overlooked metal and its many subgenres for its entire existence.
Now I won’t lie. In years past I have seen some cool showcases. Century Media and Relapse usually cart their bands into town, and scattered about my 12 year tenure in Austin I have seen some notable showcases featuring among others In Extremo, Sol Evil, Children Of Bodom, and Grey Skies Fallen. But when 1,400 bands come to town for one week in March each year, you would hope at least, I don’t know, 50-100 of them would be awesome heavy metal, right?
Well, this year Austin got a fair amount of killer metal. Kicking things off on Wednesday, the 12th I had the pleasure of witnessing my first Municipal Waste concert. A day later I got off of work early and headed downtown with some friends and caught a showcase featuring Enslaved, Mixhell, Napalm Death, High On Fire, and the mighty Motorhead.
Lastly, I witnessed the “It’s Grim Up North” showcase featuring Sabaton, 1349 and Enslaved. I partied like a true champion, saw some really, really good performances and got some really solid interviews. Read on metal faithful and I shall guide you through these conversations in steel conducted in my homeland of Austin….Let’s start at the beginning….
Written by Simon Lukic Transcription by Mike â€œfucking hostileâ€ Holmes Live pics Arto Lehtinen
What can one say about Motorhead that hasnâ€™t already been said? Not much really. Either way itâ€™s always a pleasure to chat to the band and this time I had the opportunity to talk to guitarist Phil Campbell a few months ago. I was allocated a limited amount of time â€“ 10 minutes to be exact, so I did my up most to cram in as many questions as I could. I hope you enjoy the chat and learn something new.
Even to this day Fast Eddie Clarke is probably best known to the heavy metal masses as the guitar hero of the pioneering lineup of MOTÖRHEAD from 1977-1982, which also featured Philthy Animal Taylor on drums. Together, with their fearless leader Lemmy Kilmister leading the way, these three rock legends recorded and released such praised albums as “Motorhead” in 1977, “Overkill” and “Bomber” in 1979, “Ace of Spades” in 1980, “Iron Fist” in 1982 and of course the classic live album “No Sleep ’til Hammersmith” in 1981. In the early eighties Fast Eddie was either fired from Motörhead or depending on who’s telling the story, left of his own volition. Either way he was headed towards even greater commercial success with his new band FASTWAY, which he’d set up with Pete Way, at the time, of UFO. From there started a rock n’ roll roller coaster ride which by the early nineties had brought Eddie to the verge of death and forced him out of the public eye. Now, after two decades, Eddie has finally chosen to return to the stage with his newly assembled lineup of FASTWAY. We’re very proud to be able to present to you this interview with the great man himself where, with admirable candor, Fast Eddie recounts some of the various chapters of his colourful career. Rock on!
Article and pics by Arto Lehtinen and Marko Syrjälä
(Addiotional comments by J. Huovila – Thanks)
Wow! This is the seventh time that the Finnish Metal-Rules squad made an invasion to the mighty Swedenrock festival. Almost 70 bands descended upon the southern area of Sweden for a festival that turned out to be an utter blast from the beginning to the end! The bill of Swedenrock festival 2007 covers a wide range of metal styles and even classic rock stuff such as Kreator to Black Oak Arkansas and everything between. Therefore, there was at least something for everyone who attended the festival. As usual, the whole festival was once again sold out with around 30,000 people at the area every day. The Swedenrock festival has always had tremendous luck with the weather every year. Once again the gods of weather had given their blessing for this rocking metallic heaven on the earth with an extreme hot and sunny weekend that burned red the skin of several festival goers.
As written in the first sentence, this is already the seventh time that the Swedenrock festival has been featured in the site of Metal-Rules.com, so it is quite logical for us to give an in-depth article of several bands performing at Swedenrock. However we are not able to cover every band, but hopefully you will have a pleasant reading moment… Enjoy !!!
Lemmy of Mot?rhead Interviewed by Duke As seen in the Swedish paper Dagens Nyheter Live pics by Lord of the Wasteland
It?s not every day that someone gets to talk with god. Recently, Duke from Metal-Rules.com did just that when he had a discussion with Lemmy of Mot?rhead. With the band celebrating its 30th anniversary and Lemmy?s recent lifetime achievement award Duke speaks to Lemmy about his career, unfulfilled goals, WWII memorabilia, smoking bans, and lots of other topics. So enough out of me, let?s hear from the man, the legend?LEMMY!