Universal Music imprint Mercury KX/Decca Publishing has unveiled its latest – and most surprising – new artist: Keynvor. Released in collaboration with creative agency Havas London and Cornwall-based brewery Sharp’s, Keynvor’s first single, Preservation – which features up-and-coming composer Sebastian Plano – is available to stream and download now:
But Keynvor is like no other artist. Taking its name from the Cornish word for ‘ocean’, Keynvor – pronounced ‘cain-vor’ – is the Atlantic Ocean. And the track itself helps the under-threat ocean fund its own protection as Sebastian Plano and Mercury KX will donate 100% of their share of streaming income and permanent downloads of the track to the Cornish marine conservation charity Surfers Against Sewage.
“At Sharp’s, we are committed to saving our unique and spectacular coastal regions,” says James Nicholls, Senior Brand Manager at Sharp’s Brewery.“Based in Cornwall, and as surfers and ocean lovers, it’s heartbreaking to watch the water and the beaches that we love being slowly destroyed by humanity’s neglect and ignorance. The Keynvor project is built around, inspired by and intrinsically linked to the coast – what better way to save our beaches than recruit the ocean itself.”
Keynvor – Havas’ first major campaign for Sharp’s and a significant collaboration with fellow Vivendi company Universal Music – harnesses the epic sounds of the ocean anddebuts with the track Preservation, recorded in and off the coast of Cornwall in March 2018.It sees Keynvor partner with up-and-coming composer Plano,who masterfully combines the stunning, ethereal sounds of Cornish waves crashing on the rocks with percussive, rhythmic sounds created from the original field recordings.
For Keynvor’s debut release, Preservation, Sebastian Plano and Mercury KX will donate 100% of the monies they receive from streaming use and the income they receive from permanent downloads of the track (at least £0.50 per permanent download) to the charity Surfers Against Sewage (registered charity No. 1145877 in England and Wales), which will help to raise funds for, and awareness of, coastal issues such as erosion and pollution. And never has the charity been more important: an estimated 12 million tonnes of marine litter and plastic end up in our oceans every year.
Hugo Tagholm, Chief Executive, Surfers Against Sewage says: “Surfers Against Sewage is stoked to be amplifying the call of the ocean through the Keynvor project. Our oceans are in peril, facing unprecedented challenges including the growing threat of plastic pollution. Together we can respond to this oceanic siren. Join the community movement for Plastic Free Coastlines today. The future is clean. The future is blue.”
Matt Swinburne, Creative Director at Havas London adds: “Proudly based in Rock, Cornwall, and with beers including ‘Atlantic Pale Ale’, ‘Sea Fury’ and ‘Doom Bar’ – named after the infamous Cornish sandbar – the coast is such an inherent part of Sharp’s brand. Sadly, it’s no secret the UK’s coastline is under threat. This is something Sharp’s cares passionately about – so we’re proud to have created an innovative, permanent platform together that both celebrates and supports the coast, not just now but in the future.”
Preservation ft. Sebastian Planois available now via Universal Music imprint Mercury KX/Decca Publishing on all digital music providers, including Spotify, Apple Music, iTunes and Google Play.