Graft Media, ELY and GAELFORCE together.
This is "The Largest Adventure Race Of It's Kind In The World"
Ian Michael O'Carroll is the creative force behind ELY; a collective of musicians/producers/artists that regularly come together to contribute their creative wares and who's debut single 'Dance For Live 2011' has recently been chosen as the soundtrack to Gaelforce's new ad campaign. It was a collaboration between O'Carroll and Peter Slankster (Creamy Sonic Studios/Graft Media) and is a prime example of what ELY's modus operandi entails; there being no limits or restrictions on what a song can be.
 
"It was, in it's original life, an indie song. When I heard it first it had no lyrics or melody but it had this infectious catchy loop" explains O'Carroll, who's also a musical ambassador for dance4life Ireland, a scheme ran by the IFPA in Ireland which endeavours to educate people, namely kids, about the realities behind HIV/AIDS and who use music and dance as a way of conveying the message in a positive and pro-active manner.

"I wanted to give is a 'dancey' feel but maintain it's indie roots and so there was a lot of work put into getting the right balance so that it could complement either genre. That was, however, secondary to just writing and producing a great catchy track that people will remember and carries a positive message. I wanted the lyrics to have a deeper meaning than the average dance track would have and for it to be a challenge of sorts, asking people to  educate themselves about the realities of HIV/AIDS. It's naturally inspired by the work that the charity does but it's about an embrace of life in general and that seemed to be something Gaelforce identified with.



"It really ties in with the Gaelforce ethos which is about health and active participation so it's a great fit". said Tony St Ledger film maker and creative director at gaelforce4adventure films 'Dance For Live 2011' brings a real power and energy just what was needed to launch the GF 2011 campaign.

Graft Media are proud to announce in association with Marcom Ireland that Gaelforce commercials featuring ELY 'Dance For Live 2011' can now be viewed on all Sky Channels,TV3 and UTV television networks.
The song is currently available for download on the Gaelforceevents.com & Graft Media.com websites and will be officially launched on iTunes in the next month. You can find out more information on ELY on Facebook.