Connecting Music, Brands and Fans.
![Giant Step Launches New Monthly Party with Vikter Duplaix [Press Release]](http://www.giantstep.net/wp-content/uploads/2011/09/vik.jpg)
![Lady Gaga at Ultra Music Fest 2011 [Press]](http://www.giantstep.net/downloads/GS_Biz_Dev/LadyGaga.jpg)
Giant Step CEO Maurice Bernstein Speaking at Creative Minds Salon Series in NYC [Press Release]
Jan 17th
On Tuesday January 24th, 2012 a panel of top thought leaders will come together for The Creative Minds Salon Series, “The Chill Factor – What Makes a Brand Cool?” hosted by The Round Table Creative Media Group (CMG).
The event will take place at Soho House NY (29-35 Ninth Avenue) starting at 7pm with cocktails in the club’s library. Panelists include: Maurice Bernstein, Founder & CEO, Giant Step, Andrew Essex, CEO, Droga5, Josh Rubin, Founder & Editor In Chief, Cool Hunting, Bevy Smith, creator of “Dinner with Bevy,” and Andrew Pollard, President, Project Tradeshow. Moderating the event will be Glenn Johnson, VP and Creative Director, Evins Communications, and Round Table CMG founding member.
Success of a Music Marketing company: Giant Step from 2001
Jan 13th
To start off 2012, here is a 2001 British documentary on independent dance labels and the success of a music marketing company. This piece features an in-depth interview with Giant Step CEO, Maurice Bernstein. In it, he explains how the company developed its brand evolving from club promoters into a full service independent dance label. The piece also features rare footage of Giant Step club at Shine in 2001.
Mark Ronson & Erykah Badu Perform “A La Modeliste” for RE:GENERATION [Video]
Jan 11th
Yesterday Hyundai Veloster released another video clip teasing its upcoming RE:GENERATION documentary. Mark Ronson presents his take on the Jazz track “A La Modeliste” featuring Erykah Badu, Trombone Shorty, Mos Def, Zigaboo Modeliste and Members of The Dap Kings to an intimate crowd in New Orleans.
The documentary film RE:GENERATION follows DJ Premier, Pretty Lights, The Crystal Method, Mark Ronson, and Skrillex as they remix, recreate and re-imagine five traditional styles of music. Presented by Hyundai Veloster and in association with the Grammys, the film will screen in select US theaters nationwide on February 16th & 23rd.
To find out more and to secure your ticket go to regenerationmusicproject.com.
JAY Z Becomes Duracell Powermat Spokesperson and Investor
Jan 10th
Shawn “JAY Z” Carter will be the new face and voice of Duracell Powermat. This morning the company announced its multi-year global partnership with the 13 time Grammy award winning artists and entrepreneur.
JAY Z will not only be the spokesperson for the brand, but also an investment partner. “I believe in the future of wireless energy and I believe that Duracell Powermat is the company to bring on the revolution,” says JAY Z. “I’m partnering with Duracell Powermat because they’re providing the solutions for the future.”
The joint venture between Procter & Gamble’s Duracell brand and Powermat Technologies was formed in September 2011. The company aims to create a best-in-class wireless charging experience and real-life power solutions for consumers both at-home and on-the-go.
Considered as a key figure for mobilizing and speaking to the smartphone generation, Mr. Carter will able to address a clear message to an audience increasingly depending on battery draining phones.
“JAY Z is power personified. He inspires millions of people all over the world on a daily basis with his music and his story. There is no better face or voice that can move people to adopt a new paradigm in power delivery,” said Ran Poliakine, CEO of Powermat Technologies.
The brand’s newest product lines will be introduced this week during the Consumer Electronics Show in Las Vegas. For more details see the press release here.
Brands and music in 2011: the growing role of social media in partnerships
Jan 3rd
From sponsorships to music events and social media associations, 2011 has been marked by new music and brand collaborations which are well worth a review.
Sponsorships of tours and festivals: more brands interacted directly with the audience: According to IEG, U.S. brands invested $1.2 billion on tours, music venues, and festivals in 2011. Beyond the traditional sponsors (the liquor, electronic, and car industries), consumer packaged goods and insurance brands are using the concert circuit to interact with a targeted audience at a national level. Significant examples of 2011 include the “Virgin Mobile Fan Call” (during her Monster Ball Tour Lady Gaga called a fan every night from the stage through Virgin Mobile) and Garnier with Bonaroo and Vodoo Music Festival (Garnier interacted with fans by installing a salon in the center of the festivals).
Music events in-stores and at venues:
In 2011, several music events helped stores to strengthen their awareness and loyalty among consumers. Lady Gaga opened Gaga’s workshop at Barneys NY for the holidays, and took to the streets of New York with performances organized by Giant Step. During the summer, Steve Madden Music and Giant Step produced a series of high profile events at Le Bain at the Standard New York with performances from artists such as Katy B., Melanie Fiona, and FreeSol. Brands established themselves as legitimate music partners and saw their online and in-store traffic increasing.
Beyond simple content, viral marketing is strongly involved in 2011’s partnerships:
For its brand-new 2012 C-Class Coupe, Mercedes-Benz released Coupe Remixes on Grooveshark. Created by a selection of members from music platform Indaba, this album allowed Mercedes to target a young and hip audience. Another successful example is Wonka Wrapper, the Facebook App from Nick Cannon and Wonka which allowed users to create their own music compositions using Wonka candies.
Branded content and cool partnerships:
2011 also saw a partnership between world renowned DJ/producer David Guetta and Burn (an energy drink owned by Coca Cola). The two year partnership spawned an exciting movie called “Nothing But The Beat” documenting the life of David Guetta and the making of the album of the same name. The movie helped promote and support the cd with global premieres and a soon be to facebook premiere. Watch the trailer here.
While the music industry keeps changing drastically, the trend towards putting digital music in “the cloud” will continue in 2012. More brands are expecting to partner with music platforms and social media for creating apps. By leveraging the audience’s participation, bands and brands get a stronger exposure and engage a triple interaction between the brand, the audience, and the band.
Click the link below to check out the detailed review of 2011:
Pepsi and Pandora Provide Exclusive GRAMMYs Content to Fans
Dec 21st
Pandora and Pepsi have joined forces to create a marketing campaign for the 54th Annual GRAMMY Awards built around giving fans access to exclusive GRAMMY related content. Using Pandora’s radio service, Pepsi will be providing fans with a GRAMMY mixtape and GRAMMY genre stations. Each of these will feature music from nominees including Giant Step projects Adele, Robyn, Femi Kuti, Daft Punk, and Corrine Bailey Rae.
The partnership will also be debuting an artist video series in late January 2012. Content will include exclusive interviews with GRAMMY nominees preparing for the awards.
Click the link below to check out the GRAMMY awards mixtape for yourself:
http://www.pandora.com/pepsigrammymusic
