This letter is taking a break in October. Talk to you again in November.

Welcome to the First Monday of September, 2009. This letter always talks about  How to make people do things. In a nice way.

Nike market their Air Max 1 with awesome tv spot and steals The Beatles’ Revolution without asking. The Beatles are angered and sue Nike. The process takes its time and meanwhile Nike’s fans are redescovering the pop group resulting in vast record sales. Not only, now The Beatles’ fans are buying Nike’s shoes. No more law suit. Congrats Beatles.

The rock band Wilco get a lot of attention when Reprice Records dismisses their album Yankee Hotel Foxtrot. Thanks to a clause in the contract Wilco still own their material and decide to give it away for free on the internet. The record company Nonsuch Records sign on Wilco and the album sells 560.000 copies. What the hell happened? And now Volkswagen has used five of Wilco’s songs, making them even bigger. Congrats Wilco.

Less and less brands use super famous artists to sell their products. Saab and the agency Lowe Brindfors globally promote their new cars with The Time Is Now in their latest global campaign. The artist: Asha Ali. Congrats Saab.

/Tomas





tomas.bacoccoli@mtgradio.se
DOS MTG Radio and CEO RAB Sweden


PS. Music is one of the three parts to advertising. The less time people have for your brand, the more Music you’re going to need.

PS 2. What different media allows you to use music?

PS 3. The Time Is Now. For music.