David Bowie 1982
Photo: Armando Gallo/Getty Images, ©Armando Gallo/ARGA Images Inc. All rights reserved.
Two weeks after the takeover of David Bowie’s musical legacy by the music publisher Warner Chappell for 250 million dollars, there is already a first new marketing model. The New York fitness start-up Peloton, which combines high-priced exercise bikes with digital training offers worldwide, secured the entire Bowie catalog for the sound reinforcement of the ambitious keep-fit exercises.
Under the title “The David Bowie Collection”, those who want to train can use an app to select both Bowie’s smooth hits of the caliber “Changes” and melancholic tracks like “Warszawa”. Fans can now shed their pounds congenially with Bowie’s sound; over an entire stage with climbs over (virtual) cobblestones to “Starman”, descent to “Neukölln” and coasting to “Space Oddity”.
In addition, the Peloton strategists have commissioned three remixes, from which St. Vincent also earns an extra dollar. Annie Clark took on “It’s No Game Pt.1” from the Scary Monsters album, US female DJ Honey Dijon whipped up “Let’s Dance” and hip-hop producer Tokimonsta chose “Golden Years”.
As usual, Clark commented on her unfamiliar job as a Fitess sound engineer: “I chose “It’s No Game (Pt. 1)” because there is also a second part of the song on the album. I thought Bowie would have maybe not mind if I do a “Pt.3” now. Featuring Bowie’s powerful vocals from Part 1: “Three steps to heavaaaaaaaaaaaahn…”
Anyone wondering how the immense sums that are currently being paid for large song rights packages can be refinanced. “Bowie on Bike” would be a small example of this.