Digital Journal — In a business move that is bound to ripple across the arts and technology industries, Epson Canada is partnering with Cirque du Soleil for the performance company’s upcoming Canadian tours. It’s a big move, as both companies seek to expand audiences, and others in the tech and arts industries will no doubt be watching closely.
Both brands have their loyal followers — imaging giant Epson is known for high-quality photography, prints and projectors, and the performance experts at Cirque du Soleil have flipped the entertainment industry on its head.
Now, the two popular brands are marrying their talents to create a partnership to invigorate more than 240 upcoming performances, including the next Cirque production, Delirium.
Epson has signed on as official sponsor of Cirque’s Canadian tours in 2006 and 2007. The sponsorship includes the touring shows Quidam, Varekai and the world premiere of Delirium: Turning Music into Motion, a live music event pushing the boundaries of arena performance.
“The uncompromising commitment to excellence Cirque du Soleil and Epson Canada share enables us to be leaders in our respective fields, consistently providing Canadians with experiences that exceed their expectations,” says Tony Rossi, director of sales and marketing for Epson Canada.
Epson’s technology is primarily known as a home or office tool but working with Cirque is an example of the company’s desire to market to a new demographic. Cirque fans will appreciate this new phase in the performance company’s evolution — extending content beyond the music, dance and theatre mash-up to a multimedia event.
That growth will be exemplified in Delirium, premiering in Montreal on January 26 before setting out on a busy North American tour. The show is an urban tale that features high-energy dance remixes of Cirque songs. One Cirque composer compares it to “a big rave party of the 21st century with singers, dancers and musicians.”
For more information on Cirque du Soleil, and their innovative performances, check out the current issue of Digital Journal magazine for our exclusive, behind-the-scenes cover story. Digital Journal magazine is available on newsstands across North America.
