Hollywood, CA (March 30, 2012)—Music company DeepMix recently collaborated with agency Marcus Thomas to compose a new song by Tom Luce with an iTunes tie-in for a Troy-Bilt campaign.
The pop track, "World Goes By," by artist Tom Luce is "Shazamable" via the commercial, which is running on TNT, HGTV, The History Channel and The Weather Channel. Viewers can then download the full-length song via iTunes.
"We had an amazing experience with DeepMix; they created a track that embodied the spirit of the brand while retaining the authenticity of a stand-alone song," commented Marcus Thomas copywriter Tony Pichotta. "Music was a critical factor to this campaign so it was rewarding to collaborate with a team that shared our enthusiasm for the endeavor. The result honors both the music artist and the brand."
"We chose Tom Luce as the featured artist because he such great writing and storytelling instincts and is exceptional at crafting songs that can support a visual narrative," said Dave Curtin, DeepMix managing director and executive music producer. "He has a great following but we wanted to open up the exposure further—having the Shazam-integration is the perfect way to connect audiences to the song and the spot with a call to action."
On a number of occasions, DeepMix—inspired by a :30 original music assignment—has managed a music single release as a benefit to everyone involved in the project. "Basically, the artist wins via the exposure and media buy, the brand wins by having the authentic artist tie-in and additional artist promotion, the agency wins by pushing the envelope creatively a little further, and we win as a company producing and managing the process," acknowledges Curtin.