Almost everyone knows a song placement in a TV show, indie film, video game, or ad campaign can open doors for artists. But today, these opportunities can go far beyond a straightforward synch. More artists, many of them up-and-coming and independent, are finding themselves in a position to partner and participate in integrated projects with major brands. In mid-summer 2018, LA-based band BEGINNERS was offered an incredible opportunity from New Balance. For the launch of their newest women's running shoe, the brand and their ad agency flew the band to New York, paired them with a team of top Olympic athletes, and created a kinetic, full length music video-meets-advertisement that celebrated sport and music in equal measure. New Balance also helped set up the launch of BEGINNERS’ newest single, "Start a Riot", timed to coincide with the release of the campaign in January 2019. Our panel will delve deep into the process, from the initial pitch through to the launch, and we'll discuss how independent artists can plan and prepare to give themselves the best possible chance for success in multi-faceted, fast-moving, and complex planning scenarios in the brand space.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.