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    Hardcore Metal Goes All “Suga, Suga” with ‘Risen from Shadows’ on World Diabetes Day

    By The Staff - Nov 17, 2020
    Hardcore Metal Goes All “Suga, Suga” with ‘Risen from Shadows’ on World Diabetes Day

    ‘Risen from Shadows’, a new metal band created as part of ‘The Dark Side of Sugar’ Musical Project, launched on World Diabetes Day. The project, in collaboration with Action on Sugar, aims to draw attention to the adverse health effects of hidden sugar in food.

    With the release of their first music video on November 14th, the metal band and their co-initiators go fantastically over the top. At one point bloody ketchup pours down a skull, at another, a bowl of fruit loops goes up in flames.

    The goal of The Dark Side of Sugar project is not just to create a badass collection of remakes of sugary pop songs; it’s really music with a mission and a message: while more and more people suffer from dangerous diseases such as Type 2 diabetes, the food industry continues to hide sugar in our food.

    “Is that too extreme?” asks Marcel Neumann, founder of Risen from Shadows. “No. It is not. Because sugar has an absolutely dangerous, dark side. Poor diet is a major contributor to serious and potentially fatal diseases such as type 2 diabetes. This is what we want to make clear with our music.”

    “Music has always been a great way to reach people – music travels further and deeper than any advertising campaign ever could and ultimately becomes part of the culture.”

    The band worked on their debut throughout Lockdown 2020 in studios in Berlin and Dortmund. The result is a collection of hits we all know – like we have never heard before.

    Founded by Marcus Neumann and Stephan Moritz, Risen from Shadows, unites the greats of the German metal scene for a unique project: to transform sugar-sweet pop classics into eerie metal songs.

     

    “Music has always been a great way to reach people – music travels further and deeper than any advertising campaign ever could and ultimately becomes part of the culture,” said Myles Lord, Managing Creative Director, Serviceplan Berlin. “And with today’s platforms like Spotify and Apple Music, we have the incredible opportunity for the fans to engage and become part of the initiative. Through the Dark Side of Sugar project, we aim to educate and inspire change to reduce harm. And empower people to help raise funds for charity, by simply pressing play on their favorite streaming platform.”

    The campaign is backed by Risen from Shadows and Mokoh Music Berlin, Simon&Paul and the agencies Serviceplan Berlin and Mediaplus – with the support of the British non-profit organization Action on Sugar.

    “We were thrilled to support Serviceplan with this innovative campaign which aims to draw attention to where sugar is added unnecessarily to the food and drink we consume every day, often without us realizing,” said Holly Gabriel, Registered Nutritionist at Action on Sugar. “Action on Sugar has successfully created international awareness about the impact of excess sugar consumption on population health.”

    “As a result, some manufacturers and retailers have started to reduce sugar in their products and provide healthier options. But we still need more transparency in the food industry, better labeling, and improved products so we can all make informed choices.”

    Sugar as a cause of widespread disease

    According to the project, people in the UK consume double the recommended amount of sugar and the effects of excessive sugar consumption are dramatic. Poor diets that are high in free sugars increase the risk of obesity and related health conditions such as Type 2 diabetes. It is also a major contributor to tooth decay, especially in children. More people than ever are at risk of Type 2 diabetes. If nothing changes, more than five million people will have diabetes in the UK by 2025. The food industry, however, uses misleading labeling to keep consumers in the dark when it comes to hidden sugar in food.

    The Dark Side of Sugar – Metal with a mission

    The first single release, a cover of the hit “I want Candy” by Bow Wow Wow, was released on Halloween.

    The release of the entire album is planned for the end of 2020. The main platform of the project is the website darksideofsugar.com, where the founders uncover which foods the industry hides sugar in and how to identify them.

    The video premiered on World Diabetes Day on YouTube, while simultaneously the single dropped on all online streaming platforms.

    The project can also be found on Instagram, Facebook, and Tik Tok.

    Risen from Shadows can be found on Spotify

    Funds raised from this project will be donated to diabetesDE – Deutsche Diabetes-Hilfe e.V.– who are not involved in the project in any other way than accepting donations for their efforts to fight diabetes.

    Credits

    Agency: Serviceplan Berlin

    Global Chief Creative Officer, Serviceplan Group: Alex Schill
    Managing Creative Director, Serviceplan Berlin: Myles Lord
    Creative Director: Wenke Möller-Madhana
    Art Director: Nils Frankenbach
    Copywriter:  Frauke Ehlers
    Account Director: Antonia Lüttringhaus

    Production: Neverest

    Music Production: Mokoh Music
    Music Producers: Marcel Neumann & Stephan Mortiz
    Film Production: Simon&Paul
    Director: Carlo Oppermann
    Executive Film Producer: Simon Fessler
    Director of Photography: Klaus Kneist

    Media: Mediaplus

    Media Planner & Creative Media Manager: Victoria Wissmann
    Head of Media: Jochen Lenhard
    Web Development:  hmmh multimediahaus AG
    Head of Digital:  Dennis Wachter
    Band Photographer:  Marco Justus Schöler
    Making-of Videographer: Alex Schmutzler
    Managing Partner: Benedikt Göttert
    Stock Film Partner:  Shutterstock

    Music Production: Mokoh Music
    Music Producers: Marcel Neumann & Stephan Moritz

    Film Production: Simon&Paul
    Director: Carlo Oppermann
    Photographer: Marco Justus Schöler

     

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