Music Dealers

By now, you’ve seen Geico’s latest campaign that features the wad of cash with eyeballs and the 80s hit, “Somebody’s Watchin Me.”  Geico’s CEO recently sat down with Brandweek to discuss the background of this campaign, including the selection of this song.  

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Here’s a new one – and an example of just how far bands are willing to go to partner with brands.  Alt-rock band, Parachute, took some creative direction on one of their songs from personal care company, Nivea, and adapted it accordingly so that they would use it in a commercial.

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Although the acceptance of bands linking up with brands has come light years since the days it was deemed to be “selling out,” this one will certainly still raise some eyebrows.  This is not a case of a band simply letting a brand use one of their songs for commercial purposes.  Or even a band writing a song specifically for a brand.  This is a band changing an already written and produced song based on feedback from a brand’s marketing department so that it can be used commercially.  And for women’s body lotion nonetheless.

The success for the brand and band is equally startling.  Nivea’s sales increased between 15% and 18% (depending on product) when the spot aired, while the song was purchased and downloaded more than 20,000 times during the same period.  The two will soon extend their alliance as Nivea will use Parachute’s second single in their next TV ad, and they’ve negotiated a deal with Target where consumers will get a dollar off every Nivea product when they purchase the Parachute album and a dollar off the Parachute album when they buy any Nivea product.

Parachute rubs on some Nivea smooth sensation body lotion before they rock out

I think the coupon idea is brilliant and representative of innovative thinking between band and brand that benefits both parties – and the consumer.  But I’m a little weary on changing a song based on the direction from a brand.  This even bothers me more than writing a song directly for a brand.  At least there’s no hidden motives there and it’s all transparent.  But taking something sacred you supposedly created based on your own inspiration and which has some type of emotional connection, and then manipulating it based on feedback from a brand so that they can use it for a commercial seems like it may cross a line….at least for real bands like this one who write their own music.  And it seems to give brands some dangerous power.

But if a band is fighting for survival and this is what they have to do, then I can’t argue with it.  And as the article points out, “the success of Parachute’s deal may mean that retrofitting pop tunes for TV spots may soon be replaced by even greater collaboration than beforehand.”  So, we’re likely to see more of this.  Which is better than retreading classic rock songs or dated artists in commercials I guess.   But not quite as entertaining as this Hispanic Nivea spot.

If they’re going to make bands change their songs for them, can’t we at least get some more Gisele rubbing lotion on herself?

With SXSW currently in full swing and our Music Dealers team down there right now, thought it would be appropriate to post this interview with British rock band, Gomez, who will be performing at SXSW themselves…and are big fans of music licensing.

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Gomez is a band who understands the value of song placement for artists like themselves. They have no qualms with that space and see it as a viable platform to get their music heard. As they affirm, “The reality is that it does have a lot of impact and it has massive potential. If your’e not played on the radio and you’re not really a commercial band, how in the (expletive) is anybody going to hear your music?”

Gomez has accepted the reality that there aren’t a lot of outlets to get their music heard today and song licensing is no doubt a key reason why they are still a thriving and successful band. Their “greatest marketing tool” has allowed their music to be heard by millions of people who otherwise likely would not have.

Gomez gets how the industry works today. And based on this article, they also like to drink a lot. So, they’ve got the brains and the rock n roll spirit. They’re truly a 21st century band.

The Coca-Cola Company has partnered with Warner Music Group’s Atlantic Records to produce and release a new song featuring some of the hottest acts from the music world – to be used exclusively for Coke’s marketing efforts.

So, the “Open Happiness” single features Cee-Lo, members of Fall Out Boy, Panic at the Disco, Gym Class Heroes, and Janelle Monae – and was produced by Butch Walker and Polow Da Don, who have been responsible for such acts as Usher, Pink, Fergie, Avril Lavigne, and Katy Perry.  It’s truly an all-star cast of today’s pop stars that would seem destined to dominate the pop charts…but that’s all for a soft drink.

The track is airing in a new Coke commercial and is the third installment in their “Happiness Factory” campaign, although the first to feature original music from these artists.  In addition to the spot, consumers can hear the song on Coke’s MySpace page, purchase it on iTunes, and there will be a music video released in May that will feature all the artists.  And Coke is planning to eventually integrate the song into brand marketing efforts on radio and online as well.

It’s pretty obvious why Coke would move forward with such a venture, and easy to see how music can help their own marketing efforts.  As Coke’s global music marketing manager confirms, “Adding a musical element to our popular Happiness Factory franchise in a natural progression to really making it a trans-media property.  We believe through the use of music, we are able to enhance this message and help people to connect and have fun with the campaign.”

Janelle singing for Coke

While it’s a little surprising so many bigger artists signed up for this one-sided of a commercial partnership that doesn’t feature any of their own music, it still could benefit them in the long run by getting some increased exposure.  As Atlantic Records SVP of Brand Partnership and Commercial Licensing affirms, “At Atlantic we strive to create career artists who make music with worldwide resonance.  The pairing of the artists on this song with the Coke brand is a perfect match and we anticipate it being a huge global success.”

It’s not something I’d be interested in, but I see the logic from both parties.  It will be interesting to see how this is received and plays out, as any type of success will no doubt lead many other brands to enlist popular artists to create similar jingles for their marketing.  And it just goes to illustrate how far the music industry has come.  Ten years ago, music fans and the music industry alike would have scoffed and been outraged at such a blatant form of commercialism on the artists part.  But today, all these artists singing a special Coke jingle is being touted as a groundbreaking step for artists.  We’ll see. If nothing else, it definitely beats another Pepsi commercial featuring Justin Timberlake.  Or anything featuring the over-exposed falsetto.

If you’ve seen Visa’s latest spot and are over 21, you should recognize that grungey guitar anthem in the background.  

Yes, Visa has licensed the the Smashing Pumpkins 1994 hit, “Today.”   Even though the uplifting lyrics are only heard at the end, they do offer an appropriate closure to the spot, and the song’s overall tone fits the strategy and execution nicely.  And beyond the story-telling aid, the instant recognition of the song makes it a valuable component for the spot as well.  So, it’s a good choice by Visa.

However, it is slightly startling that Billy Corgan agreed to this.  Sure, the Pumpkin’s frontman is always looking for attention and a way to stay in the public eye and make some extra loot – and artists of all shapes and sizes are licensing their songs for commercial purposes these days.  But given his past public defiance for using “Today” in this manner, it’s surprising he agreed to license this particular song.  In a 2004 Newsweek interview, he said he turned down “heavy, heavy money” to license “Today,” because, as he put it, some things are sacred.  

U2 was once half of one of the higher profile band/brand partnerships of all time.  But that relationship is over.  They have dumped Apple and are now on the rebound with Blackberry.

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U2 is currently on a major marketing blitz to promote their new album and this partnership elicits even more press and publicity for them.  Beyond a tour sponsorship, there are no further details on what this partnership will entail right now, but Blackberry confirms, “the tour announcement marks the first stage of a relationship and shared vision between RIM (Blackberry) and U2 that we expect will lead to new and innovative ways to enhance the mobile music experience on the Blackberry platform for U2 fans.  We look forward to sharing more details as the relationship unfolds.”

So, there will no doubt be a lot more to come from these two behemoth entities.  We’re likely to see some Blackberry TV spots featuring U2, Blackberry product integrations at U2 concerts, and probably even a personalized U2 Blackberry similar to the U2 ipod from 2004.  And of course, Blackberry is paying a nice sum to get aligned with the Irish quartet for all these types of endeavors.

So, Bono and the boys have traded in one lucrative marketing deal for an even more lucrative one.   But they’ve always strived to be the biggest band in the world, and in addition to Apple, have partnered with giant concert promoters in the past (Live Nation), so it should be no surprise to see them wringing another giant corporation for all the money they can get.  That’s simply the U2 way.

And Bono can use all the extra coin he can get so that young girls in bikinis will keep talking to him.  And for his platform sandals so he’s taller than the barefoot bikini girls.

Honda has signed up unsigned rapper, Mickey Factz, as the spokesman of a new campaign for their Accord that is rooted in the idea of being “sensible” with your money.

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Honda’s “Rhymes and Reasons” campaign includes a :30 TV spot and a full-up branded microsite…for now. There’s no doubt that if this takes off, we’ll be seeing more of Mr. Factz and his partner, DJ Gomez, in new executions across multiple channels.

This is a pretty groundbreaking undertaking from Honda in the manner they’re leveraging a completely unknown talent. Factz was working as a paralegal when Honda found him for Christ’s sake! But based on their strategy and target audience, it could work. Especially if the economy remains in a similar state, which lends itself to this type of partnership.

Like most brands today, Honda is hurting, so they’re grasping for anything right now. But they may have found something here. And if this does indeed prove to be a success, it could start a whole new trend of brands picking up a charismatic artist off the streets and putting them to work. And I would definitely be all for that. It would sure beat another Will.i.am brand partnership. I love Mr. i.am, but come on…how many brands can marry the same artist? Even Slick Rick would be a more inspired choice than Will right now. That may not be the safest choice, but it would at least be different.

Apparel brand, Candies, and department store, Kohls (who are the exclusive retailer of Candie’s) are aligning themselves with Britney Spears and her new Circus tour.

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As part of their partnership, the brands will sponsor Britney’s comeback tour and make her the “2009 Candies Girl” in TV, print, in-store, and online advertising materials.  As tour sponsors, they’ll set up VIP areas at her shows, debut exclusive footage of her on their site, have their logos integrated into the tour’s promotional materials, and will organize other on-site promotions.  Britney will also be wearing Candies apparel, footwear, and accessories in an upcoming video.

The fit between Britney and Candies does seem to be a good one, and they are definitely providing value to fans and consumers.  As their CMO affirms, “We’ve worked very closely with Britney’s team to develop creative programs that will deliver exclusive opportunities to our Candie’s consumers.  There is a perfect synergy between our Candie’s girls and Britney’s fan base and to be able to partner with her during such a monumental time in her career is exciting for the brand. Britney is authentic and relevant, personifying the Candie’s brand.  We are confident that she will resonate with our young shoppers.”

Candies and Kohl’s join Virgin Mobile on the Circus tour, who have title sponsorship.  Given Britney’s rocky past, and recent trouble brands who partnered with artists such as Chris Brown have run into, it’s a little surprising that such big brands are aligning themselves with this high-profile an artist on such a grand stage.  But the fact that they’re willing to take the risk, points to the effectiveness that such partnerships can have for brands.

So, cleaning up her act has definitely led to some major dough for Britney.  But personally, I always found crazy Britney more entertaining.