June 29, 2009
By: admin
Category: Artists - Other Mavericks
GROOVE ARMADA and BACARDI
AS CD’s are slowly but surely confined to history, artists are looking at entirely new ways of raising their profiles and generating income. The recent partnership betweek UK house act Groove Armada and rum brand Bacardi is a good example of this. The deal: Groove Armada released an EP, backed by Bacardi, instead of a record label, through Bacardi-branded website B-Live Share. This was publicised through online social networks and aloowed users to gain access to more free songs the more they spread the word. The music was also later sold through itunes. Groove Armada also performed at a number of Bacardi-branded gigs around the world. The result was an award winning campaign that gained much recognition.
The two way benefits of this approach are clear. Groove Armada’s manager Dan O’Neill says: “A lot of the talk is about how brands are now using music, but I would suggest it is the bands that are getting more savvy about how best to use brands,”. Dan is also founder of music consultancy www.the-angle.com. he points out that being connected to a brand with a global awarness can have a huge impact on an artist’s profile. “One of the things that we hadn’t been able to do with a major was to take the music to as many places as we wanted.”
As well as being a reaction to changes in the industry, this innovative approach is a clear sign that consumers are evolving. People are much harder to reach by traditional advertising now.
AS CD’s are slowly but surely confined to history, artists are looking at entirely new ways of raising their profiles and generating income. The recent partnership betweek UK house act Groove Armada and rum brand Bacardi is a good example of this. The deal: Groove Armada released an EP, backed by Bacardi, instead of a record label, through Bacardi-branded website B-Live Share. This was publicised through online social networks and aloowed users to gain access to more free songs the more they spread the word. The music was also later sold through itunes. Groove Armada also performed at a number of Bacardi-branded gigs around the world. The result was an award winning campaign that gained much recognition.
The two way benefits of this approach are clear. Groove Armada’s manager Dan O’Neill says: “A lot of the talk is about how brands are now using music, but I would suggest it is the bands that are getting more savvy about how best to use brands,”. Dan is also founder of music consultancy www.the-angle.com. he points out that being connected to a brand with a global awarness can have a huge impact on an artist’s profile. “One of the things that we hadn’t been able to do with a major was to take the music to as many places as we wanted.”
As well as being a reaction to changes in the industry, this innovative approach is a clear sign that consumers are evolving. People are much harder to reach by traditional advertising now.
