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December 19, 2014

GE announce ‘Shake the Dust’ breakdancing documentary

Executive-produced by rap star Nasir "Nas" Jones, the film marks GE's entry into the video-streaming business.

By CBR Staff Writer

GE is planning to release its first feature film, marking its foray into video-streaming business. The film is a breakdancing documentary, executive-produced by rap star Nasir "Nas" Jones.

Planned for release on 24th December this year, the breakdancing documentary "Shake the Dust" will be launched in partnership with music video platform Vevo on streaming devices such as Roku and Apple TV for two weeks.

Commenting on the new initiative, GE global executive director of brand marketing, Linda Boff, was quoted by Latin Post as saying: "GE is always experimenting with how we can best tell stories and reach global audiences."

"There’s a white space for brands in the ecosystem of streaming and binge viewing — where brands can create new experiences that will surprise and delight audiences."

"Shake the Dust" is a video about how breakdancing has brought together people from all walks of life across the globe. GE, through the breakdancing documentary, aims to highlight the underlying link between neuroscience and music.

Noting that the move is intended to reach consumers who have turned away from traditional television, GE innovation director Sam Olstein was quoted by Reuters as saying: "We have been grappling with this challenge of how to reach the binge consumer who doesn’t watch TV."

The US conglomerate is also planning to launch other videos, such as interviews with Nas and a chat show with former Grateful Dead drummer, Mickey Hart.

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Additional features will include a music video for a song made exclusively by sounds from GE’s machines, Drop Science; and a videotaped roundtable conversation, Science of Rhythm.

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