How did Coca-Cola choose its World Cup song?
TweetAt a MIDEM session this morning, Coca-Cola’s Emmanuel Seuge gave an interesting insight into the process of choosing the music for its upcoming World Cup campaign, saying that it was about as far from the old model of licensing a track from a label as you can get.
“The people we talked to the longest and the most strategic were the artists,” he said. “Choosing the right music was important.”
What happened was this: Coca-Cola figured out what it was looking to achieve from the campaign, as well as the key values it should represent. Then it threw that out to music firms – labels, music agencies, artists, producers and managers – in what was effectively a pitching process.
“We gave them the same exact brief that we gave our communications agency,” he said. “We gave them two to three weeks, and received probably 55 songs, which we cut down to 15, and then down to three.”
The creative agency was part of the process in deciding which artist was eventually picked – Somalian-born rapper K’Naan – but Seuge said that Coca-Cola was leading the process, unlike traditional sync deals.
January 25th, 2010 at 11:43 am
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January 25th, 2010 at 10:47 pm
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January 26th, 2010 at 9:13 am
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January 26th, 2010 at 9:44 am
There are lots of unofficial World Cup songs from many countries. http://www.world-cup-song.com has been established to celebrate songs written in support of teams playing in the soccer World Cup in South Africa 2010. Song writers, artists and football supporters can post their world cup song as an MP3 or YouTube video. It is free to do so. We already have songs from Algeria, Brazil, England, Japan etc. Songs/Links can be emailed to song@world-cup-song.com
March 9th, 2010 at 11:48 am
http://www.three-lions.net for the best world cup song 2010 – unsigned band from st helens Titors Insignia and footballing local legends Junctions Fc aim to storm the charts with a belter called Three Lions On Fire – Titors are due to release The Fair City Riots in June – get this song downloaded in May
March 9th, 2010 at 11:50 am
Yeh man i heard that tune on talksport, three lions on fire rocks and i cant believe Titors Insignia are unsigned – they are destined for big things – not sure how good Junction FC are though i heard Mike Shone is a top midfielder (ha ha)