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“Five years ago, I couldn’t have done this,” says OneRepublic leader Ryan Tedder, minutes after coming offstage at Fiat Chrysler Automobiles’ June 27 presentation in Los Angeles.
“This” is talking up OneRepublic’s participation in FCA’s Summer of Jeep campaign. But, as Tedder explains, the last several years have seen the erosion of any remaining stigma for acts aligning with brands. In fact, as he notes, the reverse is true: Tying in with a strong brand is now seen as a sign of status.
Not to mention the exposure. FCA’s campaign, which sources say includes a $70 million media buy, launched Monday (July 2) on television and introduces OneRepublic’s new song “Connection” via three different spots. The tune is also available on all digital service providers.
Continue reading “Ryan Tedder on OneRepublic’s ‘Connection’ With Jeep, Playing Corporate Gigs & Why He Related to Anthony Bourdain”
“My perfect commercial is when it doesn’t smell too commercial,” says Olivier François, FCA’s Paris-born chief marketing officer. “It’s almost more of a product placement – and more entertaining – than a commercial.”
The FCA crew gathered the members of OneRepublic to the Greek Theatre in Los Angeles to shoot a commercial for Jeep. Facing a crowd of genuine fans hired as extras, the pop-rock quintet were filmed performing two new songs, including “Connection,” which is being released this week from Interscope.
“The hardest thing to do in the world is to let people know you exist – or that you have a song that exists,” says Tedder, who has grown weary of the time and travel required to promote a new album. “This is a huge campaign. This song will have as much exposure as you can have for a song in 2018.”
Continue reading “Why Musicians Are Working With Brands to Promote Their Music to the Masses”
OneRepublic’s new single “Connection” is about to get a whole lot of exposure, in a series of new commercials for Jeep, Ad Age reports.
Last month, the band did a special show at the Greek Theatre in L.A. during which they performed “Connection.” Footage from that performance is being featured in the ads, which also promote Apple’s CarPlay technology. The first one, which premieres on TV July 2, is called “Sold Out,” and it shows a group of fans who can’t get into the OneRepublic concert settling for playing “Connection” in their Jeep via CarPlay as they watch the show from high in the hills overlooking the show.