The Australian artist has re-recorded the original reveal trailer track for The Last of Us.
PlayStation Australia has worked with Sony Music Australia acclaimed Australian artist, Tash Sultana, as part of one of the biggest gaming title launches this year, PlayStation 4 exclusive The Last of Us Part II.
Tash Sultana has re-recorded Through The Valley - the iconic track from the game’s Reveal Trailer that went viral in 2016.
In the launch video via earned creative agency Poem, Tash Sultana respects the original track arrangement and the intensity felt in the popular Reveal Trailer.
“This is the first time I’ve done a collab like this. Usually it’s kinda just like writing sessions with other musos but this is for a game and it’s different as it's not my usual style to venture into so I’m completely honoured to be asked to do something like this," she says.
"The response from gamers has been incredible.”
Her combination of hauntingly beautiful vocals and guitar talent has struck a chord with fans and media alike generating over 100 editorial articles, 500,000 organic views and over one million social impressions.
Due to popular demand the track will now also be made available on Spotify, iTunes and Apple Music from July 24, a milestone as Sultana has never released a cover on DSPs and is about to release a new album.
“Through The Valley became a number one hit in several markets when featured in the 2016 reveal trailer for The Last of Us Part II, so we were super excited with the idea of recreating this with a phenomenal Aussie talent like Tash Sultana that truly creates a special Australian moment to mark the launch of one of our biggest titles for PS4,” Sony Interactive Entertainment Australia director of marketing Patrick Lagana says.
Poem executive creative director Matt Holmes says the agency is passionate about earning attention for brands.
"The TLOU world is incredibly immersive and fans are genuinely emotionally invested in the characters and the story," Holmes says.
"We wanted to tap into that feeling and the crazy excitement for this sequel by using music as it’s a powerful emotional trigger and several tracks and guitar chords have become synonymous with the game.
"I couldn’t be prouder of the result. Tash did an incredible job in the recording and the final launch video is a cool collision of cultures that The Last of Us fans and music fans are loving.”
The video launched through PR and social media with paid support via 30-second and 15-second cutdown spots that have been placed on Channel 7 and Channel 10 BVOD and other digital formats by media agency Mediacom.
Client: Sony PlayStation Australia
Product: PlayStation®4 exclusive, The Last of Us™ Part II
Brand partners: Sony Music Australia and Lemon Tree Music
Creative concept: Poem Studio
PR, Partnership, Influencer & Social Media: Poem
Production: Poem Studio
Videography and sound: Dara Munnis