Legendary Beatles producer George Martin and his son Giles have remixed and remastered 26 new tracks of Beatles music specifically for LOVE, the Cirque du Soleil homage to Beatles currently playing at the Mirage in Las Vegas.

I went to see LOVE with a couple of Organics last month, and it was extraordinary.  The stunts were of course amazing, but it was Cirque du Soleil’s ability to put into performance the many themes and moods that run through the Beatles’ music that really blew us away.  The show drew visual cues from post-WWII Britain, Swinging London, Psychedelia and Flower Power, Yellow Submarine and the Blue Meanies, and then of course the general Cirque du Soleil bizarre.  Certain set pieces had me wishing that own dreams could be as vivid. 

Leaving aside the unbelieveable artistry of both the music and the performance, LOVE’s promotion has been exceptional from a marketing perspective.  There’s a really seamless integration between a number of unusual but complementary brands:

• At a dedicated LOVE site 
• At the official Beatles site
• At Cirque du Soleil’s website

And pretty good integration with some ancillary channels as well:

• The Mirage
• An Amazon-only CD+DVD
• Starbucks point of sale

If you can’t take in the show, you can still buy the music.

Misha Cornes