Bubble Construction Nearly Complete
5/16/2007

NEW YORK – May 16, 2007 – Construction on a 55,000 pound, approximately 2,000-square-foot bubble – the future site for the Dr Pepper Band in a Bubble multimedia event and MTV music special – is wrapping up at Hudson River Park’s Pier 54 in New York City. Construction is projected to be complete early next week on May 21. Epic recording artists Cartel, a five-member Atlanta-based band, will be sealed in the bubble from May 24 to June 12 to record the follow-up to their breakthrough debut album, CHROMA.

The bubble was designed by internationally renowned architecture firm TPG Architecture [TPG]. The structure will house Will Pugh, Joseph Pepper, Nic Hudson, Kevin Sanders and Jeff Lett, the five members of Epic’s explosive band Cartel, for almost a month while they record their new album in the spotlight of an MTV music special, “Band in a Bubble Presented by Dr Pepper,” with special access streamed round-the-clock at www.drpepperbubble.com

“The bubble is a futuristic, state-of-the-art recording studio, television program set and the ultimate bachelor pad, all rolled into one,” said Andrew Springate, vice president of marketing for Dr Pepper. “It will be rigged with 23 web cameras so that consumers can get special access to Cartel’s every move from every angle of this amazing structure online at www.drpepperbubble.com.”

A DESIGN THAT POPS
The bubble, inspired by the way many small bubbles build up together in a freshly-opened bottle of Dr Pepper, incorporates 55,000 pounds of steel truss and a quarter-inch-thick fire-proof rigid fiber glass – equal in weight to almost 15 New York City yellow cabs. Fourteen laser-cut wedge panels make up the main frame of the structure and three semi-circular steel arches loop around the bubble and provide a flowing aesthetic to its overall design.

“The entire structure is an exercise in branding. TPG approached the challenge of creating a fully branded, yet fully functional, structure with the sum of its expertise in architectural design, broadcast design, branding and graphics and retail design,” said Armando Gallardo, director of architecture, TPG. “The dwelling needed to provide a space for a theatrical event as well as act as an autonomous recording studio structure.”

Designed with multiple New York locations in mind, the structure needed to be flexible and completely modular so it could be broken down and transported easily to the site of Dr Pepper Band in a Bubble. The entire structure was fabricated in Norwalk, CT, by contractor firm ShowMotion, Inc. [SMI]. Supported by its own power generator and water tank, the bubble walls sport six inches of heavily padded acoustical foam that renders the structure nearly sound-proof. In addition, the bubble is able to withstand up to 150 miles per hour winds, can hold up to two feet of snow and is built to endure a low grade earthquake. Once complete, the structure was disassembled and transported to the final site at Hudson River Park’s Pier 54 via 20 cargo flatbed trucks between the hours of midnight and 5 a.m. over a three week period.

“When we first approached TPG, we were looking for a structure that would not only be aesthetically innovative, but would also allow easy interaction with fans so that they could feel close to the band and engage with them,” said Lee Doyle, chief executive officer of Mediaedge:cia North America. “Being able to marry the Dr Pepper brand with a design that worked both in broadcast and online was paramount in our brief and we are delighted that TPG managed to make the dream a reality.”

For 20 days, Cartel will write, record and produce their next album while residing in this prime piece of New York City real estate overlooking the Hudson River. During their bubble stay, the band will have access to all modern amenities such as a kitchen donated by luxury appliance manufacturer Fisher & Paykel; as well as a spacious dining area and custom-designed bar; a small bathroom and an informal lounge area, which provides an ideal space for relaxing, impromptu jam sessions and interacting with fans.

A giant pod, elevated nine feet off the ground and hung in place by airplane hangar cables, provides a private space for interaction among band members. This mezzanine level, or “Sleeping Bubble,” will house bunk beds to accommodate all five members of Cartel. The bubble, from its outer skin through its thick insulation and camera-friendly grey vinyl lining, is ideally suitable for jamming, recording and the taping of a television show.

FIZZING WITH CARTEL FANS
Dr Pepper Band in a Bubble will give fans exclusive, intimate access to Cartel online at www.drpepperbubble.com. By purchasing Dr Pepper, fans can gain special access to 23 Web cameras located throughout the bubble, and can enter for a chance to win cool prizes, including a trip to New York for the “burst” concert on June 12.

And fans can witness Cartel’s life in the bubble via four 30-minute “Band in a Bubble presented by Dr Pepper” music specials on MTV, produced by Mediaedge:cia and True Entertainment, an Endemol company. The first show will air live at 11 p.m. EDT on May 24, featuring Cartel as they prepare for and enter the bubble. Three additional episodes will chronicle Cartel’s experience in the bubble as they create their album. All episodes will be available on-demand at MTV.com.

"The bubble is a great stage for a unique event; It creates an opportunity for us to provide multiple, intimate vantage points on MTV, MTV.com and on-site for our viewers who want to witness the process of creating music first-hand. MTV’s music special, “Band in a Bubble presented by Dr Pepper,” will be a fascinating forum for our viewers and the bubble’s New York City location provides non-stop direct contact with one of today's most promising bands. It’s a terrific backdrop for our music special," said Tim Rosta, senior vice president, integrated marketing, MTV.

A specially designed “airlock,” located on the right front side of the bubble, will allow fans and special guests to interact with the band while they are in the bubble and will also serve as the main entrance. Additionally, the expansive 24-foot by 15-foot semi-circular front window will provide a transparent view of the bubble at all times so fans on-site can view Cartel in the bubble round the clock. The window is equipped with a clever two-way speaker and sliding bank teller box so that visitors can chat with the band members or deliver special treats.

“We’re doing something that’s never been done before and that’s exciting,” said Cartel frontman Will Pugh. “Making an album is a very personal and emotional experience, and in the past we’ve never wanted anyone around when writing or recording. But given that this is probably the biggest opportunity we’ll ever have to show the world what we’re made of, we can’t wait to invite the fans into both the studio and our lives.”

The bubble grounds, located on Hudson River Park’s Pier 54, will be open to the public and free-of-charge. To find out more about Cartel or Dr Pepper Band in a Bubble, please visit www.drpepperbubble.com.

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