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AOT Launches Music Project Using Social Networking

March 14, 2008

AOT has developed the Arizona Music Project (AMP), a six-minute musical tribute to Arizona that captures the state’s diverse geography, culture and heritage in music. In addition to the composition, a documentary was created to chronicle the journey of the musicians who contributed to the project.

Through AMP, the agency is generating awareness and expanding perceptions about Arizona. To launch the project, the agency is using, the popular social networking Web site, as a marketing tool.
The project unites Arizona musicians in a modern way to provide a sensory experience that engages visitors and residents. Among the 19 musicians who contributed to the project, there is a trio from the Phoenix Symphony, a slide guitarist from Payson, and a bass player from Show Low.

Renowned classical guitarist Gabriel Ayala of the Yaqui Indian tribe lent his talents to AMP. Ayala has performed at venues around the world, including The John F. Kennedy Center in Washington D.C.

Another gifted Arizona musician who contributed his unique brand of rock n’ roll to the project was Nick Sterling, an Arizona musical prodigy who rose to fame playing guitar alongside major acts, including “The Black Crowes,” “The Doobie Brothers,” and “Blues Traveler.”

“We’re excited about this project because it is an opportunity to use social networking as a marketing tool to encourage visitors to experience the Grand Canyon State,” said Margie A. Emmermann, director of the Arizona Office of Tourism. “More and more people are discovering Arizona’s vibrant music scene. We want to highlight this as one of Arizona’s distinguishing characteristics.”

AMP is being unveiled tonight at the annual Arizona Tourism Unity Dinner, a gathering of tourism industry leaders.

The documentary including the music video, links to the musicians’ Web sites, blogs and other interactive components can be found on and can also be accessed through

Created as an executive agency in 1975, the Arizona Office of Tourism is charged with enhancing the state economy and the quality of life for all Arizonans by expanding travel activity and increasing related revenues through tourism promotion and development. AOT works to serve the Grand Canyon State’s travel industry and related businesses, the traveling public, and the taxpayers of Arizona.


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