TED gives music hopefuls chance to write with stars
Lion Nathan brand Tooheys Extra Dry is launching a new initiative which will see an Aussie music act make a record with Mark Ronson, which will then be used in the brand’s next national advertising campaign.
In a campaign devised and created by Peer Group Media, BMF Sydney, ZenithOptimedia, Holler Sydney and Momentum Worldwide, a competition will see a winning band or solo artist flown to New York to collaborate with Ronson in his NY studio, along with help from music stars such as Santigold, Sean Lennon, Nick Hodgson of Kaiser Chiefs and John Taylor of Duran Duran.and The Dap-Kings.
The initiative begins with a call to entry for registered artists, and is then followed by an industry selection process. The winner’s journey will then be filmed from start to finish, with a fly-on-the-wall documentary for release in March next year.
Dubbed ‘The Lab’, the initiative is designed to show the brand’s commitment and involvement with the music industry. It is already involved in festival sponsorships and supporting emerging artists through uncharTED, uncharTED Live and 6 Beers of Separation.
Josh Gaudry, marketing manager at Tooheys Extra Dry, said: “TED drinkers love going to gigs, listening to and creating music – so it’s a really important vehicle for us to connect with our brand adorers.
“Not only will we be giving a rising band or solo artist the opportunity of a lifetime, but this initiative gives us the chance to really collaborate with our punters and the international music community to create the soundtrack to our brand.”
The Lab will be promoted via an integrated campaign with print, radio, TV, digital, PR and on and off premise promotions.
Artists must register before 18 November at www.tedthelab.com, with a winner announcement on 4 December, and the writing week in New York from 7 December.
