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Fiat Group Automobiles UK has joined together with dance music act Faithless in what is being hailed as a groundbreaking initiative as the music industry continues to look beyond traditional marketing channels.
The motor manufacturer and band will be Fiat and Faithless will be working in full creative partnership to co-create a number of new music projects, videos and events which aims to promote Fait’s Punto Evo.
The collaboration will see them working together on the launch of the new Faithless singles ‘Tweak your Nipple’, ‘Feelin’ Good’ and ‘Sun to me’, taken from the band’s new album ‘The Dance’, as well as their UK arena tour.
It follows from the Evo Music Rooms project, screened earlier this year on Channel 4 and which saw Faithless headlining.
The programme reached audiences in excess of 1.3 million as Fiat acted as record label, music promoter and talent scout in the quest for the UK’s best unsigned music talent.
“Punto Evo is leading the way in innovation, so we were thrilled to get involved with another music initiative that reflected our forward-thinking approach,” said marketing director, Fiat Group Automobiles UK, Elena Bernardelli.
“Faithless were the perfect collaboration for us due to their legendary status and creative approach to their work. Like us, they were really keen to develop a true collaboration where both parties had a positive impact on the creativity and production output of our joint work.“
The partnership aims to transform the way artists communicate their music to an audience, and “will demonstrate how creative forces in the market place can collide with explosive results.”
It’s just another example of how the music industry is having to adapt (or die) on the back of falling record sales.
Lady Gaga has famously used her videos as a product placement vehicle for brands and was recently rumoured to be launching a fragrance.
Meanwhile, a new social music application called Mobile Backstage is aiming to enable record labels and musicians to build vibrant communities around their fans’ smartphones.