Verizon Updates Site With Music Mixer | Adweek Verizon Updates Site With Music Mixer | Adweek
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Verizon Updates Site With Music Mixer

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NEW YORK Verizon has overhauled its broadband portal, www.richerdeeperbroader.com, adding an interactive tool to help users integrate performances of beatbox musicians into their own recordings.

Interpublic Group's R/GA created the Verizon Beatbox Mixer (www.beatboxmixer.com), which lets users combine digital video and audio from beatboxers to create new compositions. Beatboxing is a music form popular in hip-hop in which rhythms and melodies are created using only the mouth. Visitors choose a beatboxer for a main track, then layer in two background beats. The mixer plays video of the performers while the user interacts with a control board.

R/GA recruited and filmed well-known beatbox artists for the site. Visitors can listen to their beats, then create and share their own mash-up versions.

The effort is designed to show the power of broadband to allow users to tap into their creativity, according to Brian Price, director of Verizon's online center of excellence. It is part of a Verizon effort to rebrand from a phone company to a "broadband and entertainment company," he said.

The mixer is the latest Verizon project completed by R/GA, which links out to various Verizon brand venues, including broadbandstories.com, a short film site built by R/GA.

"Broadband is a transformational product and it really is changing how the world works," said Richard Marks, group account director at R/GA.

The revamped broadband portal comes in advance of a new Verizon ad push for its high-speed Web access. TV ads, created by Verizon agency mcgarrybowen, will be aired at the end of the month.