Axe and Dutch DJ Martin Garrix announced the release of the official music video for “Burn Out”, the DJ’s latest single. The video’s creative, set in a laundromat, brings the watcher through a journey of different wonderful worlds.
“I am very honored to be part of the Axe Music platform roll out. I love the campaigns Axe has done in the past and when we all met in my studio, I felt a great connection, which is super important for me in collaborations like this. I am super happy with the result of the video for my Burn Out,” said Martin Garrix.
“Music seems a natural extension of the AXE brand. We’re all about attraction and music has the power to bring people together, so we knew we wanted to do more in that space”, says Rik Strubel, AXE’s Global Vice-President. “Martin Garrix is a great example to young guys – he’s achieved so much at such a young age and boasts natural confidence that is so on brand with AXE. We’re super honoured that he’s joining AXE Music as our ambassador and we’re looking forward to the amazing things we’ll do together”.
This announcement and branded music video was set-up to celebrate the launch of Axe Music, the brand new music platform launched by the brand.
You can watch the music video here:
Ray Ban Studios just launched the cat eyes limited edition. Nina Kravitz, russian techno DJ has just designed two 1960’s cat eyes pairs and it is fabulous.
“The cat-eye hasn’t been produced by Ray-Ban for a long time, but I was adamant about our collaboration (using it), as that’s my favourite frame style. Besides my limited capsule collection, from now on, all cat-eye frames Ray-Ban make will be named ‘Nina’ after me. I find this amazing!” said Kravitz to Dazed.
The cat eyes frames was inspired by the french and italian retro style. Today, Ray Ban Studios made the cat eyes frame unique and authentic. It feels Nina’s beat.
You can find Nina Kravitz limited edition on Ray Ban’s website and selected stores.
“Revival” singer Selena Gomez is back for the third time for new Coach Fall 2018 Campaign and joined by actresses Kiko Mizuhara, Guan Xiaotong and actor Timmy Xu.
Shoted by Steven Meisel, the Fall season is all about NY vibes with prairie dresses and Western details and the result is incredible.
“I love the way that we have pushed the Coach gang further this season to be more unique, diverse and just overall cool in their attitude. It’s how I see people here in New York enjoying wearing clothes and just feels really relevant to me.” said Coach creative director Stuart Vevers.
Glen Luchford and art director Christopher captured the “Sign of the Times” singer Harry Styles in North London for the Fall Winter Gucci tailoring campaign.
The remarkable campaign let you enter in a British old style with the famous “Michelle”, Beatles song with Harry entering in a fish & chips with a real-life chicken and pose then with several dogs.
The British Gucci vision of creative director, Alessandro Michele is astonishing, it goes from retro chic to light classic embroidery.
This partnership is worth everything especially since Harry himself loves to wear Gucci.
You can watch the campaign on the link below
Just recently, Jax Jones, best known for his “You Don’t Know Me” 2016 single featuring Raye and also for his global hit featuring Demi Lovato, announced a short term collaboration with fragrance house Paco Rabanne Parfums.
In order to amplify the brand’s campaign #MillionLuckyDance, agency My Love Affair advised that bringing together Jax Jones and 45 different dancers in London hotspots Southbank and Covent Garden, over the course of two days, would create guerilla style dance activity with high public engagement to help push and share the #millionluckydance message.
Jax Jones performed short DJ sets on an exclusive branded DJ Truck, whilst people’s own dances would be uploaded via social media. Paco Rabanne samples were also handed out to willing participants.
Many people shared their dance while 6000 samples were given away and over 20 Million people were reached online over the course of the activation.
Disneyland Paris was THE place to be in late June this year.
After a first successful EDM night last year, Disneyland Paris came back with 2 nights and 8 international DJs this year.
The wisely chosen lineup starred Dimitri Vegas & Like Mike, Afrojack, Robin Schulz, Bob Sinclar, Mosimann, Klingande, Henri PFR and Lovely Laura & Ben Santiago.
The Electroland festival welcomed more than 16,000 EDM lovers: a brilliant night for the public, but also for the DJs who shared their love for the experience.
“This is a very cool set up to play. The backdrop with the Tower of Terror, the Hulk (..) So I love the concept. It’s genius. It’s Disney madness,” stated DJs Dimitri Vegas & Like Mike.
Electroland allowed consumers to attend the music festival whilst still being able to enjoy the rides until late at night.
Plans for 2019 are even more exciting and the team behind the festival are over excited about what is to come next year.
Reebok just released their #BeMoreHuman campaign starring Ariana Grande, Gigi Hadid, Gal Galdot and Danai Gurira to promote women.
For many years, Reebok has always been motivated by the challenge of Female Empowerment.
As stated by Melanie Boulden Marketing VP at Reebok: “We did this back in the 1980s, when the brand helped usher in a new fitness movement, led by women, that changed culture and made it OK for women to sweat and have muscles. We are still at it today, developing innovative product for women, by women, and encouraging females to experience the physical, mental and social transformation that happens when we move — the essence of our Be More Human philosophy.”
The brand created this campaign in order to support women deeper in association with the Movement Foundation and The Women’s Strength Coalition. Women have a voice, they are strong, and they can make changes.
Through this campaign each artist shares their opinion on what it means to them to be more human. On top of that, the brand has developed posters with a quote that means something to each of them personally.
Nick Rivera Caminero known as Nicky Jam is a famous reggeaton artist, awarded a Latin Grammy Award in 2015 for the song “El Perdon”. The singer was just recently announced as the new ambassador for swiss watch brand Hublot (LVMH).
As a longtime fan of the brand, Nicky Jam was an obvious partnership choice. Only last year he was spotted at the Hublot Loves Art in Miami.
It’s a big move for the brand: Nicky was recently seen sporting the watch brand during his performance of his newest track “Live It Up” during the 2018 FIFA Russia World Cup final on 15th July (alongside Will Smith).
Nicky Jam, new Hublot Ambassador, said: “It’s an immense privilege for me, as a real watch enthusiast, to become the ambassador for a Swiss watchmaking brand like Hublot. In Latin America, Hublot is an absolute reference thanks to the technical quality and incomparable aesthetics of its watches. After having been its friend, I am now becoming its ambassador.”
Nicky Jam joins a long list of A List celeb ambassadors such as Jay Z, Usain Bolt, José Mourinho, Pelé, Bar Refaeli, Lang Lang and Floyd Mayweather.
On January 25, Adidas released their new campaign featuring no other than Dua Lipa.
The campaign – entitled “Original Is Never Finished” – was inspired by the pre-animation technique of zoetrope.
Watched by more than 12 Million people in less than 6 months, the video was directed by Manu Cossu and is already a huge success for the brand in a constant move to speak to a wide millennial audience and involved talents that are relevant to today.
Miles Kane, British indie-rock musician and singer-songwriter, collaborates with the famous brand Fred Perry that finds its origins in the world of tennis. The capsule collection launched on the 14 November is made up of seven items inspired by what the artist likes to call a “1970 Italian feel, as seen in Goodfellas”.
Miles Kane was a member of the bands The Little Flames and The Rascals, before throwing himself into a solo career. He is today also a member of the famous indie-pop group The Last Shadow Puppets, with Alex Turner, front man of the rock band Arctic Monkeys.
This new collaboration is a core part of the brand’s strategy, that hopes to diversify its collaborations and attract the younger consumers most active on social media. Fred Perry has collaborated since its beginnings in the 1950s with multiple British musicians.
Martin Garrix, the Dutch DJ, collaborates with Armani Exchange, the most affordable of the Armani group’s ranges. It targets teenagers and young adults, leaning towards an “urban chic” and modern style.
At only 21 years old, Martin Garrix is world famous and has already created his own label. In 2017, he was even named best international DJ in the DJ Mag 100 ranking.
Martin Garrix is now also a fashion icon. He is one of the three faces of A|X Armani Exchange’s fall-winter 2017/2018 campaign, posing alongside the Chinese actor and singer Li Yifeng and the highly publicized model Cara Delevingne.
“For this campaign, I wanted three faces capable of recounting the individualist A|X spirit in a novel, unconventional way”, said Giorgio Armani.
Halsey, American singer-songwriter participated in the new advertising campaign of the car manufacturer Jeep, for the promotion of its new sporty model “Renegade SUV”. The brand owned by the group Fiat Chrysler Automobiles, has chosen an ad that shows freedom and the creativity of youth.
The clip, that exists both as a 30 second television commercial and a 60 second internet version showcases the singer’s latest single “Bad at Love” and starts with the following line: “I’ve chosen to be loud, to be unique, to be authentic, to be unapologetically me”.
For this campaign, Jeep collaborates with up-and-coming artists such as Molly Kate Kestner, Uri Grey and Chloe Nixon. Each artist has his/her own clip, focusing on their own personality.
The American DJs, The Chainsmokers, are the two new ambassadors of the famous American brand Tommy Hilfiger, joining a long list of artists.
The Chainsmokers have gone from strength to strength since 2014, with their tunes “#SELFIE”, “Closer” and their latest album “Memories… do not open”. Thanks to their international success, they are now the new faces of the brand’s men’s fall-winter 2017 collections (Tommy Hilfiger Tailored, Hilfiger collection and the sportswear range).
The campaign, inspired by the 1990s, has been shot in black and white in San Francisco by the fashion photographer Lachian Bailey.
In the past, Tommy Hilfiger has already worked with the greatest artists such as David Bowie, Britney Spears, Destiny’s Child, TLC, Gwen Stefani or Lenny Kravitz.
Patrizia Pepe, the famous Italian brand, has enlisted Dua Lipa, the 22-year old singer for its fall-winter 2017 campaign.
Bally, the 166-year-old Swiss luxury fashion label launches a curated artist collection with Swizz Beatz, Grammy award-winning music producer and rapper.
In September 2016 Levi’s launched a long-term initiative to facilitate young people’s access to music. READ MORE…
J Balvin is one of the biggest music stars in Latin and Central America. His videos reach several million views on YouTube and he speaks directly to Tag Heuer’s new target customer base.
The musician, producer and artist Pharrell Williams has just been named Creative Director of American Express’s upcoming Platinum card. The artist will bring his vision and style to convey the experiences and services offered by the Platinum Card.
American Express wishes to continue offering exclusive content and experiences to its clients and this collaboration puts forward the brand’s values.
“I’m excited to be partnering with such a globally respected brand as American Express to inspire new innovative and creative premium experiences and work together to enhance the future of the Platinum Card” said Pharrell Williams.
The singer-songwriter Alessia Cara, has joined Duracell’s “Powering Holiday Smiles and Imagination” programme. This programme helps raise funds for hospitalised children by donating a share of the revenues from the sale of batteries.
Alessia Cara, who received an AMA Nomination for New Artist of the Year 2016, joined the team to encourage Canadians to support this initiative. “I’m happy to join forces with Duracell and help celebrate the holidays with some very special kids” said Cara. “I spent some time at SickKids when I was younger, so this hits close to home. I’m glad that I can be here to give back a little, and support not only SickKids, but also Children’s Miracle Network.”
Cara put on a show at the Hospital for Sick Children (SickKids) in Toronto for the families and children spending time there.
The DJ announced the launch of three cacao butter skincare products at Palmer’s. Three bottles carrying the producer’s most famous quotes will be put on the market: “Live Life Smooth”, “We The Best” and “They Block”.
For the range’s launch, DJ Khaled was in a New York store and shared the event live on social media.
Fergie put on an amazing performance during Philipp Plein’s show last September, a brand she really loves. Following the theme #AliceInGhettoLand, the posters of the new campaign stage the singer Fergie in a colourful and child-like universe.
The singer and actress will become the new face of the brand Coach and will also be involved in their upcoming collection’s design. With her 100 million followers on Instagram, the singer was an obvious partnership choice for the luxury brand born in New York City – one to watch in 2017.
The famous tongue that symbolizes the band as well as their name can be found on a jean shirt and jacket, a t-shirt and sweatpants.
This partnership also acts as promotion for the Rolling Stones’ new album “Blue and Lonesome”. Every item will be sold with a QR code that will allow access to the Stones’ latest album, “Blue and Lonesome”.
In addition to being a popular artist, Wiz Khalifa is also famous for his fashion sense. The American luxury clothing brand Rag & Bone chose the rapper as the face of its new campaign “Men’s Project”.
Brands tend to partner with artists more and more. Like H&M with The Weeknd, Rag & Bone and Wiz Khalifa already have a history as the singer wore some of their designs during his tour and at the Met Ball 2016.
Rag & Bone was looking for an artist with a strong personality and more particularly with an interest in fashion and a good sense of style. The campaign, entitled “Men’s Project” allows the artists freedom. They pick the clothes they want to wear, they choose the mood of the shoot etc. It’s a way of putting forward the artist as well as the brand.
Men’s Project also showcases other members of the creative industry such as the actor Mark Hamill, the dancer Mikhail Baryshnikov, the producer Harvey Keitel etc.
To go with the release of the new iPhone 7, which doesn’t have a jack plug, the “got no strings” campaign puts forward the Bluetooth headsets and earphones by Beats by Dre, owned by Apple.
The unusual advert shows the different ambassadors of the brand, such as Pharrell, Nicki Minaj, DJ Khaled, Travis Scott, PARTYNEXTDOOR and Young M.A. Other faces of the brand are also present, including Amber Rose, Michael Phelps…
After having collaborated with Chance The Rapper, H&M continues to integrate the world of Hip-Hop by partnering with The Weeknd. The clothing retailer will work with the Canadian superstar on a XO collection expected in Spring 2017.
XO COLLECTION LAUNCH EXPECTED NEXT MARCH
“We want to be the luxury brand that the new generation will adopt.”
TAG Heuer offers to be behind the scenes at the band’s concerts, to illustrate their tagline #DontCrackUnderPressure.
She began her career by singing in bars and wished to reconnect with her audience and her roots by conceptualising this tour, sponsored by the beer Bud Light. “My first performances were in dive bars in New York City and around the country, so working with Bud Light to go back to my roots to perform songs from my new album Joanne is such an exciting way to connect with my fans and share this music with them for the first time”.
The first concert took place on the 5th October and the next dates are the 20th and 21st October. For those who won’t be able to attend, the concerts will be uploaded on Lady Gaga’s and Bud Light’s Facebook pages.
The Weeknd has entered the world of fashion by becoming the new global ambassador and creative collaborator of Puma.
The Grammy Award-winning artist, real name Abel Tesfaye, will create a range of sneakers and clothes in collaboration with the manufacturer. The range is a fusion of PUMA’s sporty creations and The Weeknd’s more urban aesthetic. It will be available in 2017 under the name PumaXO.
By joining the brand, The Weeknd follows in the footsteps of many celebrities such as Rihanna, who became artistic director at Puma in 2014 or even Cara Delavingne who was the star of the “Do You” campaign in September.
The Weeknd’s upcoming album will be out on the 25 November and the teaser “Starboy” in collaboration with Daft Punk has already broken records.
Celebrating mankind and its diverse cultures: this is Pharrell Williams’s ambitious and altruistic project in collaboration with Adidas and the HU collection.
For the Autumn collection, the singer and the brand are introducing a footwear and activewear range for men and women. This very first range showcases a Native American reserve in North Dakota. Named HU collection, the range is composed of nineteen items. Pharrell Williams shared the culture and traditions of this community over the course of a visit to learn and draw inspiration for the HU collection.
The range is available from the 29 September, in an understated pallet of blue, red, grey and white colours and punctuated with the words “Human Race” (also translated in French and in Japanese).
Thanks to Nokia’s virtual reality camera OZO, the latest video Kids by One Republic is available in 360°.
The music industry and associated videos are constantly evolving and adapt to the public’s demands. Millennials are increasingly hungry for new technologies and artists innovate more and more in a bid to respond to their high demands.
Nokia OZO & One Republic
Directed by Hal Kirkland and produced by Chris Milk VR Studio, the video was filmed on a Nokia OZO, the first available VR camera designed for creative minds. “Virtual reality is something that’s incredibly interesting to us because it gives us the opportunity to engage fans in a new way” said OneRepublic’s Ryan Tedder. “We’re excited to be able to give our fans a way to step inside our music and live in our latest single.”
To watch the video in augmented reality, you need to download the app “Within-VR” on Android and select One Republic “Kids”. The video is also available with a virtual reality headset.
Airbnb is offering an overnight stay with producer Mark Ronson at Abbey road Studios.
A competition winner and three guests will join the singer in the famous studio on October 15. Airbnb launched the contest on October 6 and asks the participants to name a song they feel passionate about that was recorded in Abbey Road Studios and why they would love to be there.
For a chance to spends night there, just go onto Mark Ronson’s Airbnb profile.
The exclusive collection was revealed in August in Forever 21 shops and contains items such as T-shirts carrying images of the singer’s blond head or simply imprinted with Justin Forever.
Like Ellie Goulding, Pantene believes that being strong inside allows us to overcome our limits and pick ourselves up at each hurdle.
Ellie Goulding embodies this “Strong is beautiful” because she’s a famous singer-songwriter who fights for what she wants and who can put on a great show.
“I put my hair through a lot of heat styling and colouring, especially when I’m touring. Up until now, I only used salon brands, but now I’ve discovered PANTENE PRO-V there’s no going back. PANTENE PRO-V is my ultimate hair saviour as it keeps my hair strong and at its most beautiful” says Ellie.
In a column on the website, Ellie Goulding speaks about the brand and its benefits and gives advice to net surfers. It has also given way to a TV commercial and a behind-the-scenes video.
Pantene X Ellie Goulding “Strong is beautiful” TV ad
Pantene X Ellie Goulding “Strong is beautiful” Behind-the-scenes
At the Monaco Grand Prix race of 2015, the champagne brand G.H Mumm organised an event to launch the world’s first connected champagne bottle in presence of Mark Ronson.
Mark Ronson private show
The event took place on one of G.H MUMM’s private Yachts in Monte Carlo, chosen to celebrate the long-lasting collaboration between the brand and Formula 1. Many guests were present, including Cara Delavingne, Eddie Jordan and Jean-Roch.
Mark Ronson spoke about what this champagne bottle represents in terms of innovation and expressed his gratitude towards his hosts for having invited him.
In 2015, through the initiative of My Love Affair Brand Entertainment agency, Steve Aoki was chosen as the ambassador for Redskins’ new ad campaign. Known for its high-quality leather, the French brand teamed up with the American DJ/producer to introduce its new fall and winter 15 collection. READ MORE…
The bakery product manufacturing company Bimbo has always promoted the health benefits of sport. They have even come up with their own brand race, the Global Energy Race, in Mexico City. In 2015, for the first time, Bimbo innovated and decided to organise a race of 3, 5 and 10km that took place simultaneously in 23 cities.
Global Energy Race – “Victory”
The corporation introduced an official song exclusively produced by the international DJ Nicky Romero to promote this large-scale race. The track titled Victory puts forward the themes of challenging and outdoing yourself, both central to the competitive spirit of a race.
Following its collaboration with the DJ/Producer David Guetta, the Swiss watchmaker Tag Heuer chose to increase its presence in the world of electronic music by collaborating with the DJs NERVO. For two years, the DJ sisters became its brand ambassadors.
#DontCrackUnderPressure – NERVO
In the frame of this campaign rooted in the strategy #DontCrackUnderPressure, alongside the tennis ace Maria Sharapova, also brand ambassador, NERVO participated in the kick-off of the Australian Open in Melbourne in 2015. In addition, the brand was the subject of a subtle product placement in the music video for It feels.
The phone brand Alcatel One Touch has teamed up with the famous Swedish DJ/Producer Avicii to introduce the new ranges of IDOL and HERO Smartphones.
Established in 2014, this collaboration aims to put forward the creative capacities of the brand that addresses an audience as large as the artist’s. The partnership debuted in Berlin at the IFA 2014 with Avicii participating in an exclusive press conference followed by a private show for over 700 winners.
To round up the campaign, Alcatel One Touch placed a product in the video for the DJ’s song Waiting for Love, encouraged social endorsement and organised a digital competition to feature in his official track The Night’s fan video.
Hennessy, founded in 1765 in France but from an Irish family, carried out a product placement in the video “Can You Do This” of Aloe Blacc.
Aloe Blacc is an American soul singer, known for his track “I need a Dollar” and for his collaboration with DJ/Producer Avicii.