Artists & Brands
Benefits
Cooperations between artists and brands should be a balanced partnership of equals. Thus, they enable a brand to convey culturally relevant content and to connect with its target audience. And even reach new target groups. Through inspiring and engaging content, customers can be turned into fans and the brand deeply anchored in the consumer’s Relevant Set. By collaborating with artists, brands can resonate sustainably and far beyond the duration of the paid campaign.
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For the introduction of 'Pogba Capsule Collection', a sportswear collection by Adidas, designed and represented by the french football player and brand testimonial Paul Pogba, we teamed up with french artist and Afro-Trap pioneer MHD. The resulting campaign song was released on an album of the artist after the launch of the campaign and quickly reached platinum status in France, while the music video alone has been watched nearly 80.000.000 times.
The German telecommunications company 'Unitymedia' has produced a visually stunning and very emotional tv campaign. We won the artist Alexis Troy, who is known for his melancholic and emotional way of production, for the project. The resulting soundtrack was released on all platforms with the launch of the ad campaign and immediately generated a high amount of interest: what we first recognized as a flood of positive YouTube comments on the music and a high number of shazam requests converted to music industry success within days. The song made it to the top of the Spotify Viral Charts and a short time later into the radio stations: the German ones - and thus organically reached exactly the target group of the paid advertising campaign.
"Successful collaborations between artists and brands are based on shared values and a creative vision. It is crucial that this vision is also marketed and promoted: This is where our expertise as a record label and music publisher comes in."
— Chris Hammerl, TRO
