Party first, race second.
You don’t have to be in Barcelona or Spain for very long to realise that the locals love to celebrate. There is never a bad excuse for a party, whether it’s the patron saint of the region, a turn of the seasons or even a local high school football team’s win. No reason is too big or too small. So, what’s next on the early summer slate? Turns out something pretty big. Formula 1 has roared into town, and they’ve been cooking up something special for the fans at the Circuit de Barcelona-Catalunya this year.
World renowned DJ Alan Walker has collaborated with STING Energy, the Official Energy Drink of Formula 1, to not just curate a Fanzone performance on the Saturday after the qualifiers but give them something they can enjoy all summer long. A brand new Formula 1 inspired single “The Sting Within Me”.
The creative process
The story behind “The Sting Within Me”, like all modern day tales, was born from a viral moment on the internet. Fans were noticing that the particular frequency of a Formula 1 engine bears an uncanny resemblance to the brand name of STING Energy Drink. A mechanical earworm that can’t be unheard.
What followed was less a brand activation and more a creative project. Walker, a lifelong motorsport fan who grew up on racing games before racing realities, was brought in to build something original around that sound. The brief in short, create a record using the raw sounds of an F1 engine. Unsurprisingly the engine of choice comes from the current constructor leaders Mercedes-AMG PETRONAS. Having now heard the engine in real life, I don’t blame him.
Alan Walker said:
“Formula 1 already sounds electronic to me. The engines have rhythm, the build-up, the atmosphere, the tension, everything has a rhythm. Once I heard the ‘STING’ connection, it was impossible to ignore. I wanted the track to hit with the same pressure as a race start. Going live with it in Barcelona made it even more surreal because you could feel that emotion among fans in real time.”
During a roundtable discussion between Walker, F1 and STING Energy representatives, the emphasis was on finding creative ways on reaching the younger fans on a global scale, with a particular focus on the audience in India. With a fan base that has grown from 20 million to 98 million in just 2 years, it is important to find ways to engage with them in a relevant way. So, there’s no better way than the universal language of music. About as global as it gets.
The debut
You’d be forgiven if you forgot about the race during the live debut (I did). The atmosphere in the Catalunya mountains felt more like a festival rather than a Grand Prix. Walker took over the Fanzone stage in his signature mask and hoodie, treating the crowd to a mix of hits and classic remixes before dropping the new single. Despite the 30 degree heat (and pyrotechnics) the fans didn’t hold back, drinking it in and savouring every moment. The rival tribes of each team forgetting their gripes and just enjoying the music.
The track is out now on all major streaming platforms, and you can listen now on Spotify, Apple Music and YouTube.
Whether you were standing in the Fanzone at Barcelona-Catalunya when it debuted or just want to get ready for the next party this wild town decides to throw, it does exactly what it promises: it sounds like a race start feels.
STING Energy is the Official Energy Drink of Formula 1 and Official Team Partner of the Mercedes-AMG PETRONAS Formula One Team.
Author Bio:
Sam Brady is a Barcelona-based freelance writer, photographer, and content designer covering food, drink, and lifestyle.
Photograph of Alan Walker performing “The Sting Within Me” live courtesy of F1
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