MUMBAI: BMG Chrysalis UK has struck what is believed to be the biggest online music sync deal in the UK to date with a five track package deal to soundtrack a new online Toyota Yaris commercial.
BMG Chrysalis UK VP, Sync and Marketing Tom Stingemore says, “This is a watershed deal for the music industry which demonstrates that if you have the right repertoire, online advertising can be just as significant a revenue earner for writers and artists as traditional TV advertising. We are delighted to play our part in raising perceptions of value in the online sync market.”
The Toyota Yaris campaign, devised by Saatchi and Saatchi with music supervision by Curved Arrow, and shot in Prague, takes the theme of the ‘musical city’. Cars drive through a city where the street names are replaced with song titles. Each time the car drives into a different street a new song is triggered and drivers and passengers sing along to comic effect.
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Key to the BMG Chrysalis pitch was its ability to deliver a portfolio of instantly-identifiable songs, two of which it controls both for publishing and recording rights. The five tracks selected were:
‘Locked Out Of Heaven’ – Writer, Bruno Mars
‘Heart Of Glass’* – Deborah Harry, Chris Stein
‘Total Eclipse Of The Heart’ – Jim Steinman
‘Karma Chameleon’ – Culture Club
‘I Like To Move It’* – Erick Morillo, Mark Quashie
* BMG Chrysalis licensed both publishing and recording rights
Bruno Mars’s ‘Locked Out Of Heaven’ also soundtracks the accompanying TV campaign under a separate deal.
