The BMW Group has produced, and launched, an innovative music video that highlights the production process of the BMW 1 Series. Titled, “Check My Machine,” it chronicles the building of a small family car at the BMW Plant in Regensburg, Germany.
The soundtrack is made exclusively of audio from seatbelts, a GPS voice, blinkers, closing sounds, doors and safety alarms. Background manufacturing clips from the factory are also being added to the overall musical scheme.
The BMW Group’s Electronic Media Department partnered with Munich artists, Jonas Imbery (Gomma Records) and Mirko Borsche (Bureau Mirko Borsche), to develop the video. Production was handled by Brainstormclub and Eyetrip.
“By the end, the visual resolution clearly shows that the percussive elements, like a bass synthesizer, vocals and melodies, were produced by the vehicle itself,” stated Imbery in a press release.
“We wanted to set a new standard, to create a unique visual language, and to set ourselves apart from the look of a classic film,” added Borsche. “The aim was to show that film can become an independent, artistically challenging work.”
This intriguing footage, which can be viewed at bmwgroup.com or on YouTube, illustrates the out-of-the-box thinking that is a staple of the BMW design and production process. It proves that BMW is not only the Ultimate Driving MachineÒ,it’s also the ultimate musical instrument.