22 January 2013
DUBAI, U.A.E., 22nd January 2013: Emirates has unveiled a new rendition of its distinctive music, with a specially choreographed performance of the renowned Dubai Fountain in Downtown Dubai, inspired by the Hello Tomorrow theme. Set against the backdrop of the iconic Burj Khalifa, the world's tallest building, the Emirates fountain show is a vibrant display of the essence of global harmony and spirit of Hello Tomorrow.
Emirates' signature tune has been brought to life by England's national orchestra, the Royal Philharmonic Orchestra in London and the Soweto Gospel Choir in Johannesburg, who midway through the composition brings an unexpected dramatic element, by singing the words "Sawubona Ungomso" - Zulu for 'Hello Tomorrow'. Designed specifically for The Dubai Fountain by Grammy Award-winning composer Christopher Tin, the composition is not just a fusion of contrasting musical styles, but also captures the philosophy behind Emirates' Hello Tomorrow platform.
See the fountains dance to Emirates’ ‘Hello Tomorrow’ music every night after the ‘Water, Fire and Light’ lake show at 8PM and 10PM until February 4, 2013 at Burj Lake in Downtown Dubai. After February 4, the Emirates fountain show is the newest addition to The Dubai Fountain repertoire, where residents and visitors to Dubai can be immersed in the grand scale of the Hello Tomorrow composition.
"The coming together of talent from across the globe to create a single harmony is the embodiment of what we stand for at Emirates, and the driving force behind Hello Tomorrow," said Boutros Boutros, Divisional Senior Vice President - Corporate Communications, Emirates. "In our journey towards creating a cultural movement, the music is a key element to setting the tone and mood in our communication, and creating unity in Emirates' vision. The fountain show against the backdrop of a celebrated Dubai landmark provides an ideal setting for Emirates to unveil this evocative, global-inspired composition."
New Emirates Fountain song part of The Dubai Fountain (photo courtesy of Emaar Properties)
"For the Hello Tomorrow fountain show, I was inspired both by the international reach of the Emirates brand, but also by the range of emotions that the Fountain itself is able to elicit. I always wanted a piece of music that had a touch of international influences," said Christopher Tin on the musical arrangement for The Dubai Fountain. "The combination of the Soweto Gospel Choir chanting set against an arrangement performed by the Royal Philharmonic Orchestra, helped give the piece a global sensibility, while using the vernacular of late-19th-century Austria-- with references to waltzes and other dance forms--helped me showcase the humour, balletic grace, and exhilarating spectacle of the Fountain itself."
“Downtown Dubai, described as ‘The Centre of Now,’ is the world’s most visited tourism and lifestyle destination. Celebrating the spirit of global collaboration that Dubai upholds, the 500-acre mega-development of Emaar has several compelling attractions including The Dubai Fountain, which plays an extensive playlist reflecting the multicultural diversity of the city. The addition of the new playlist, highlighting the essence of Emirates’ theme, further builds on the growing appeal of Dubai’s flagship carrier in connecting the world with the city,” said Ahmad Al Matrooshi, Managing Director, Emaar Properties PJSC.
As Emirates evolves from a travel brand to a global lifestyle brand, the theme music resonates across multiple touch points along a customer’s journey, serving as a reminder of life's potential and embracing the future with all the possibilities it holds. Underscoring the Hello Tomorrow campaign, the music cuts across cultures and reaches out to a global audience from the brand's advertising, to the ambient music played onboard any Emirates flight.