South Africa’s biggest rock band will take fans of the country’s longest paired mountain bike race on a musical journey set to the soundtrack of its soon to be released new album.
The Parlotones have granted organisers of the Old Mutual joBerg2c the right to use songs from Journey Through the Shadows in their daily television coverage before its international release on May 8.
The third edition of the event starts in Heidelberg in Gauteng on April 27, finishing at Scottburgh in KwaZulu-Natal nine days later.
According to the CEO of Sovereign Entertainment and band manager Raphael Domalik, it will be the first time that the public will get to hear the full album, in the form of daily instalments.
Domalik said The Parlotones’ fourth official studio album fitted seamlessly with the feel of the 910-kilometre race, which is billed by organisers as a “journey of the soul”.
“The inspiration behind the album is the journey of life,” he said.
“There are many parallels but the most obvious is that the race, like life, is filled with dreams, hope, pain, disappointments, commitment, challenges and, most importantly, achievement and the will to strive for glory.”
Domalik said the band enjoyed participating in intelligent campaigns, such as this, where the music and the brand complemented each other.
Echoing his sentiments, organiser Craig Wapnick expressed his delight at The Parlotones’ willingness to be part of the race. “They really suit our profile as a world-class South African event.”
Domalik said the organisers’ choice of the track “Brave and Wild” as the official theme song was an excellent one.
“It’s a feel-good song about a time you wish would never end; it reflects on great times that will live in our memories forever. Every time they hear it, riders will be taken back to the race and what an amazing experience it was.”
He said the band members – Kahn Morbee, Neil Pauw and brothers Glenn and Paul Hodgson – had new appreciation for endurance events after climbing Mount Kilimanjaro last month to highlight the issue of violence against women.
“They feel an amazing sense of achievement and I think that completing this race will give riders that very same feeling, which sets you apart from the crowd.”
Domalik said the first single from the album, “Save Your Best Bits for Tomorrow”, was already receiving extensive airplay in South Africa and the United States.
“The lead single, which is now going out to drive the release of the album, is ‘Soul and Body’. It reflects on failing relationships as a theme on the journey of life.”
He said the band would be embarking on a three-month world tour – including Europe, Britain, the States and South America – at the end of April. “All in all, we expect to do over 200 performances in 2012.”
DStv viewers can follow daily action from the race at 9pm on SuperSport 6.
Visit www.oldmutual.co.za or www.joberg2c.co.za, or find the race on Facebook and Twitter (joberg2c_journo).