Music Dealers


Coca-Cola Releases New Single by Super-Group
March 19, 2009, 5:37 pm
Filed under: Uncategorized

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.

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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

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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.

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2 Comments so far
Leave a comment

I really liked this just because you have such an ispiring writing, i’m serious.

p.s I really don’t underastand why coca cola took THEM 🙂

Comment by Stephanie

nice post, thanks for sharing…

Comment by Maximusbanged




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