KBV Records Licenses NYC Band Romans Are Alive for Outshine Snacks
Synch licensing has never been this cool.
The Outshine line of frozen fruit bars just launched a new campaign called “A Million Ways to Outshine,” which features a blazing track from the NYC band Romans Are Alive.
Licensing for the band’s song “Green Light Burn Bright” was made possible by KBV Records, also NYC-based. The campaign broke May 1 and was created by agency J. Walter Thompson, New York.
Driven by the track’s indie rock beat, the :30 “A Million Ways to Outshine” shows a montage of action-packed scenes that includes Outshine frozen snacks.
Paul Greco, Director of Music & Radio for J. Walter Thompson, enlisted KBV Records’ Founder Tony Verderosa to help locate the optimum track, once the campaign’s creative goals came into focus. According to Greco, the mandate was to locate a song that was youthful, fun and brought excitement to the visuals. KBV performed an extensive search on artists that fit, and who had songs that would express the sought-after emotion.
Romans Are Alive’s song “Green Light Burn Bright” had the raw drums-and-guitar fueled feel that connected exactly with the brand’s audience and objectives.
NYC-based KBV Records helped connect the brand and the band.
KBV Records is an indie record label informed by Verderosa’s deep music supervision experience, and structured to make synch licensing for advertising, TV and film a seamless experience. Verderosa helped customize “Green Light Burn Bright” at Avatar Studios in NYC to lock it in even more tightly with the campaign’s messaging.
Audio post on the spot was performed by Rob Difondi at Sound Lounge.
In addition to the broadcast campaign, the Outshine brand will also partner with Romans Are Alive and KBV Records on Web/mobile branding components that also feature “Green Light Burn Bright” — including an Outshine brand remix that can be downloaded on the Outshine website at http://www.outshinesnacks.com.
The band’s self-titled album was also launched this week on iTunes, in concert with the Outshine campaign launch.
Creative Credits:
Client: Nestle/: Outshine Fruit Snacks
Project: “A Million Ways to Outshine”” (:30)
Airdate: May 1, 2014
Agency: J. Walter Thompson, New York
Creative Director: Chad Baker
Art Director: Lindsey Montague
Copywriter: Chelsea Dubois
Producer: Gillian Blain
Director of Music & Radio: Paul Greco
Production Company: HSI/ The Sweet Shop, New York
Director: Margret & Joy/ Mark & Louis
Executive Producer: Maddie Carlton/ Laura Thoel
Music: KBV Records, New York
Artist: Romans Are Alive
Licensed Track: “Green Light Burn Bright” (Outshine Mix)
Executive Music Producer: Tony Verderosa
Editorial: Cosmo Street, New York
Audio Post: Sound Lounge, New York
Engineer: Rob Difondi
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