French rap band M87 made a TV spot to promote its first single
The ad marks a different approach to promoting music
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After years of brands aligning with popular music artists to market their products, musicians are taking a page from brands instead, tapping traditional commercials to promote music.
A new French music group, M87, launched its first single last week with a TV ad. Created in collaboration with agency Dat-Way, M87 launched a digital and TV commercial, directed by Mathias Pardo, to announce the release of the track “L’oseille” (“Money”).
The film shows a young woman who is deeply absorbed by M87’s track, starting and ending her days reciting its catchy lyrics. With every listen, she becomes more and more captivated by the drill song, unable to shake it off, when she finds herself singing or humming it at all hours of the day, anywhere.
The campaign is a different approach to modern music marketing, which typically consists of artist collaborations, social media videos, TikTok dances and even brand collabs, such as the Sprite Limelight program or Pepsi Music Lab.
The song, released Sept. 27, was composed by French composer and beatmaker DST, known for his work with rapper Kid Cudi and French rap artists Booba, Ninho, SCH and Shay, in collaboration with artist Guy2Bezbar.
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