Magnum ice cream, the world’s authority on pleasure, has today announced its latest campaign Miley In Layers, a collaboration with Multi-Platinum selling recording artist, songwriter and trailblazer Miley Cyrus.
On the 10th of June, for the first time ever, Miley will perform a very special virtual concert mastered in 8D sound to show the world that Pleasure Has More Than One Layer. The Miley x Magnum live performance will see her play some of her biggest hits from her recent album ‘Plastic Hearts’ as well as an exclusive cover of 80’s hit ‘Midas Touch’ by Midnight Star re-mastered as Miley’s Touch.
With a long way to go before the pleasure of in-person live performance becomes commonplace again, the immersive 8D sound technology creates the sensation that Miley is live in the room with you, when played through a set of headphones. The multi-layered sound experience will bring fans closer to Miley and will be available to watch via YouTube, offering fans all over the world a moment to indulge in the universal pleasure of music.
Magnum has always believed that a day without pleasure is a day lost, and that we should all be able to express the different layers of our pleasure. As an advocate for individuality and self-expression, Miley shares in the belief that everyone should be able to pursue what brings them true pleasure, to embrace the many layers that make them unique and proudly share these with the world.
Talking about her collaboration with Magnum, Miley said: “The greatest super-power we have is our individuality. As I’ve evolved as an artist, I’ve been able to explore the different layers of who I am and what brings me pleasure - whether I’m writing, in the studio, performing on stage for thousands of fans or wearing something that makes me feel empowered. My biggest pleasure in
life is music and I’m so excited to be performing in 8D for you all. I hope this campaign with Magnum inspires everyone to embrace their own layers and proudly go after whatever it is that brings them pleasure.”
For Miley In Layers, Magnum and Miley collaborated with US fashion photographer Vijat Mohindra, to bring the campaign message to life. Shot in central LA, Miley posed for a set of striking stills featuring the original Magnum Classic ice cream bar. Alongside the 90’s nostalgia inspired set of black and white stills, which explored Miley’s multi-layered persona, Mohindra also captured the megastar expressing her ultimate pleasure in an exclusive performance mastered in 8D.
The Miley In Layers concert will stream via YouTube premier on 10th June at 7:30 BST / 11th June at 2:30am PH Time to watch, tune in to www.youtube.com/mileycyrus. Live performance will be available until June 17.
Learn more about the #ShowYourLayers campaign and view the campaign teaser and stills on Magnum’s Instagram channel (@Magnum) and website www.mileybymagnum.com