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.
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 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.
Through a number of brand activations in 2017, the artist Jessie J will express her passion for transformation.
“I enjoy revealing different parts of my personality in my look which makes Make Up For Ever such a great partner,” said Jessie J. “The core of the brand is what I am about: creating characters to showcase who you are, exploring and expressing yourself in the way you want through makeup, colors and energy. I definitely feel that my makeup reflects how I feel whether you want to do just a lip or a full blown smoky eye, your mood can be reflected in your make up and this is why life is a stage!”
The collaboration kicks off with a video clip in which Make Up Forever stages Jessie J’s transformation. The star’s transformation happens to the tune of her cover of Frankie Valli’s iconic “Can’t take my eyes off of you”, using Make Up Forever products.
Throughout the year, Make Up Forever encourages the celebration of makeup with the hashtag #IAMANARTIST.
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.
The Mexican brand Barcel that makes Takis crisps has partnered in recent years with various artists and has been the subject of many product placements.
Product placement is a simple way for a brand to reach an artist’s fans and grow in popularity by tapping into a customer base otherwise unattainable. As music and music videos are a form of entertainment, if a brand is well incorporated in a video it is less pushy than an on-screen commercial and can increase a brand’s likeability. Takis understand this well and decided to surprise its customer base by reaching out into the music industry.
Takis and David Guetta
For its first collaboration, the brand decided to feature in David Guetta’s video for Play Hard ft. Ne-Yo. This first placement, made through the agency My Love Affair, took place in the form of a packet of crisps held by one of the dancers in the video. The product was integrated into the scene so wasn’t rejected by fans as it blended into the background.
Takis and Midnight Red
Following this collaboration, Takis decided to once again trust My Love Affair to reach an American audience. This time they featured in the video for Take me Home by Midnight Red, an American boyband formed in 2009. The video has been watched more than six million times to this date.
Takis and Hardwell
Takis has also placed a product in the video for Hardwell’s Dare You, which has more than 16 million views and counting.
Takis and Justin Bieber
With help from My Love Affair, the Mexican crisp brand has innovated in the world of product placement. Indeed, in Justin Bieber’s Confident video that counts over 210 million views, Justin Bieber himself mentions the brand’s name and holds one of their crisp packets.
Takis and Alesso
Always in view of innovating and pushing the boundaries of product placement, the crisp packet is shown many times in the video for DJ Alesso’s Cool, which has 28 million views.
Takis and Dimitri Vegas & Like Me
Recently, Takis has placed a product in the video for Higher Place by Dimitri Vegas & Like Me ft. Ne-Yo, which has 17 million YouTube views and counting.
Takis and Martin Garrix
In addition to these product placements, the brand envisioned offering exclusive content to its consumers and reach millennials by collaborating with Martin Garrix. During New Year’s celebrations 2014/2015, Martin Garrix’s fans were given the opportunity to meet their idol and accompany him from his hotel to his party, where he performed an exceptional show for them. Pictures with fans from that evening were posted on the artist’s Facebook page.
Takis is one of the brands that increasingly try to reach consumers in new ways. Trusting brand endorsement, they innovate and can therefore increase their popularity.
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.
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.