In a brief moment of downtime the other day I did one of those online personality tests, where the resulting song is meant to represent your personality. I shared it with my friends on Facebook and soon they were all at it. It was just a bit of fun, not to be taken too seriously…
Or was it “just a bit of fun”? The comments amongst my friends and I hint at something more fundamental. Those songs represent a common experience; a common language we could all engage in and that we actively chose to do so.
You see, music is undeniably powerful. Yet it is also intimate and often subliminal.
The High Street plugged in to the power of music a long time ago. However, the choice of a playlist can be hit and miss. It’s my belief that the time has come for retail brands – and not just fashion retailers - to pay expert attention to their sound and develop a brand soundtrack.
More than 50% of teens in Poland don’t do any exercise and nothing could convince them otherwise. Until now, that is…
With help from Saatchi & Saatchi / Interactive Solutions, The Run with Heart Foundation has teamed up with Poland’s biggest music labels - Warner, Universal and Sony – to get teens up on their feet and running, all through the power of music.
The result is a mobile platform where teens have exclusive access to new music tracks, but here’s the catch: the song only plays when they are actually running! ‘Moving Tracks’ is a simple mobile site that recognises when a user is running and plays a never-heard-before track. Basically you stop, the music stops. Genius!
Sponsored music videos are a chance for brands to get cool again. Given that expensive-looking, high quality TV spots are a thing of the past (I've already cleared my inbox in preparation for the rebuttal emails from Thinkbox et al on that one) music videos offer brands the chance to associate with a successful music act and reach significant audiences over a prolonged period.
Essentially, a sponsored music video offers a highly visible product placement opportunity, but on a much faster turnaround than in films. We're still some months off watching 007 down a Heineken in the next outing of the Bond franchise, but when it comes to the three minute pop-promo, there's no shortage of high profile content available.
Here's our pick of the best...
OK GO: Needing/Getting, starring Chevy Sonic
Another brilliantly inventive clip from Ok Go, this premiered during the 2012 Super Bowl. It's also worth checking out the behind-the-scenes clip for this.
LMFAO: One Day, starring Tuborg
It all started as competition in the UK for budding directors to apply to make the new LMFAO video. The result is a predictably dopey ad for Tuborg which features some heavy handed product placement with an irritatingly catchy soundtrack. A guilty pleasure.
SWEDISH HOUSE MAFIA: Greyound, starring Absolut Vodka
This is definitely the most inventive of the group. Outlandish outfits and astonishing CGI make the union of vodka and electro-house a visual feast.
GORILLAZ: DoYaThing, starring Converse
The Gorillaz story might be blemished by tales of an acrimonious split, but this wonky electro track features the band's famous cartoon members elegently slumming it in Converse sneakers.
MARK RONSON & KATY B: Anywhere in the world, starring Coca-Cola
Okay, so this isn't exactly a music video, but it's the live performance of the official Coca Cola 2012 Olympics theme song for London games. Eagle-eared listeners will hear snatches of previous Coca Cola anthems from the World Cup. As branded songs go, this one is going to be huge.
A couple of months ago, a guy called Andrew Missingham got in touch with Bigballs (we’re a London based production company) - he was in the process of pulling together a new festival on London’s Southbank called Vision Sound Music that celebrates the new ways that music, advertising and games are coming together.
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.