America's Musical Journey
We attended the premiere of "America’s Musical Journey" at London's iconic Science Museum to a warm reception and the exciting addition of Aloe Blacc himself who was there to not only introduce the film but to perform live for the audience. Uncovering the United States' rich musical heritage, the film follows Aloe Blacc as he traces the nation's unique cultural roots through the footsteps of icons like Louis Armstrong and Elvis Presley. Blacc’s journey takes him through the diverse range of colourful locales and cultures at the heart of the United States’ music traditions, visiting iconic cities including New Orleans, Los Angeles, Chicago, Illinois, New York City, Nashville and Memphis. The film also examines the collision of cultures that gave birth to distinctly American musical genres such as jazz, blues, country, rock and roll, hip-hop and more.
Brand USA, the destination marketing organisation for the United States, has rejoined forces with MacGillivray Freeman Films along with global presenting sponsor Expedia Group and Air Canada to introduce their film, “America’s Musical Journey,” to audiences in the United Kingdom. After the film we were treated to live performances by Blacc and Mélat, a local artist from Austin, Texas who encapsulates the eclectic soul of modern R&B. Their performances was alongside appearances by filmmakers, travel influencers, and additional musicians to celebrate the film’s official UK launch.
The film allowed us to experience adventures like paddle-wheel boating up the Mississippi Delta, flash mob dancing in Chicago, and skydiving with Elvis Presley impersonators over Memphis in scenes shot exclusively for the giant screen IMAX® format. Academy Award-nominated director Greg MacGillivray threads it all together to create an immersive experience of culture and originality, with a soundtrack that showcases the United States' passion for music. "America’s music has its roots in the diverse cultures that came together from different parts of the world, culminating in a unique blend of sound, culture, and innovation," said MacGillivray. "This trailblazing spirit is what makes American music such a treasured experience around the world. I hope people are inspired to explore their own creativity after seeing the film."
"Music is an essential part of the human experience, and I look forward to helping audiences discover the unique cultural influences that gave rise to jazz, the blues, folk, and other musical genres in the United States," said Blacc. "I love the freedom of expression in this country, which is a source of creativity and innovation unlike anywhere else."
"America’s Musical Journey" is a cornerstone of Brand USA's marketing strategy to promote the United States as a world-class travel destination. Ranked third in international visitation, the United Kingdom remains one of the most important inbound markets for the United States. According to the most recent forecast from the National Travel and Tourism Office (NTTO) at the U.S. Department of Commerce, the United States is expected to see about a seven percent increase in visitor volume over the next five years from the UK—from an estimated 4.48 million visitors in 2017 to 4.89 million expected annual visitors in 2022.
"The UK is a priority market for Brand USA and we are excited to showcase the depth of this film at the Science Museum, London, where we can reach UK travellers through the emotional power of our music and its roots throughout history," said Christopher L. Thompson, president and CEO of Brand USA. "This film showcases the diverse and unique destinations, people, and experiences of the United States and provides us with the opportunity to strengthen that emotional connection with travellers from the UK. The UK has always had a deep appreciation for music and 'America’s Musical Journey' is a joyful exploration of that shared passion between our nations."
"America’s Musical Journey” will play in select theatres across the United Kingdom. To discover more about the USA's rich musical culture and the diversity of experiences the country has to offer, please visit Brand USA’s consumer website VisitTheUSA.co.uk and follow Visit The USA on Facebook, Twitter, and Instagram.