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GE doesn't just do whatever it is that GE does. It makes beats, too.
Last year, GE brought you an electronica song featuring the sounds of shipping containers, as interpreted by Reuben Wu of Ladytron. Now the engineering brand is back with a sequel that graduates to samples from a broader range of GE's heavy machinery—thousands, we're told, including a jet engine—as assembled by artist Matthew Dear.
Created with The Barbarian Group, the campaign essentially argues a natural alignment between GE and music, focusing on the brand's use of acoustics to test that its equipment is functioning properly.
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