Captain Morgan invited the Philadelphia hip-hop band The Roots to record an anthem for the rum company’s ‘To Life, Love & Loot’ campaign. The band step aside from its hip-hop traditional approach and added some rock sound to the song.
music
Smirnoff rolls out the Season 2 premiere of its reality television show, Master of the Mix that was launched last fall for the first time. To deliver the show on screens, the leading vodka brand is partnering with BET Networks, the US leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience.
MTV to Kick off the Local Produce Program to Support Emerging Artists from Australia and New Zealand
Non-music global brands primarily oriented at younger generation, such as Levi’s or Coca-Cola, often launch music-related projects to engage its cans and support younger talents in the field of music, which means a lot to teens and young adults. For example, Converse has launched its Rubber Tracks studio to provide emerging artists with an opportunity to record their tracks in a professional studio, and the red soft drink giant offered its fans a chance to help Maroon5 create a new song. If consumer brands do so much to support emerging musicians and songwriting talents, youth entertainment labels should go even further (or at least, be at the same level). And they do. MTV, the youth’s favourite music channel across the globe, launches its new program dubbed Local Produce to support local artists in Australia and New Zealand.
Continuing its global ‘Go Forth’ promotional initiative, Levi’s has teamed up with Spotify, rock band Primal Scream and Clash magazine to kick off a follow-up of the campaign dubbed Craft of Music, which is dedicated to supporting music talents in the UK. The new ‘co-creation music’ project allows fans to manage the gigs by choosing the artists which will perform at upcoming major concert of the campaign as well as songs, which will be included in the set.