Olivia’s world
The LinkBuds S x Olivia Rodrigo marketing campaign purposefully seems to be extra like an Olivia Rodrigo feat. Sony manufacturing.
The marketing campaign’s Petra Collins-directed advert flashes again to the home social gathering from Rodrigo’s “Unhealthy Thought Proper” video. The product launch could possibly be a second Guts album drop, with 3D video billboards in Instances Sq. and Shinjuku, Tokyo, a Common Music Group unboxing, freebies for Rodrigo fan teams, and adverts throughout Hulu, YouTube, Spotify and Amazon’s Thursday Night time Soccer,
There’s even a Tokyo expertise for 200 followers designed to appear like Rodrigo’s home from the advert and “Unhealthy Thought Proper” video. These followers have been led to imagine they’d been invited to a Guts album launch social gathering, however each Sony and Rodrigo had a bit extra in thoughts.
Sony’s Freed mentioned Rodrigo was “actually hands-on each step of the best way” and that the ultimate end result displays her imaginative and prescient. Sony labored with Rodrigo’s artistic workforce and director on the advert and her engineer on the preset equalizers in what each Freed and Wasserman thought of the corporate’s deepest artist collaboration up to now. Nevertheless, Freed famous that the breadth of Sony’s work with Rodrigo was solely doable because of belief the model had already constructed with different artists.
Constructive collaboration
Since LinkBuds S launched, Sony introduced in SZA, Tate McRae and Saucy Santana to indicate how they match into every artist’s world. Since July, nonetheless, Sony has been utilizing its “For the Music” platform—most lately that includes Miguel—to suggest that any artist who makes use of Sony gear to make their music has solid a reference to the model.
Wasserman famous that the campaigns above have all served the identical function as Rodrigo’s: Displaying find out how to use a product in day-to-day life. The lacking factor, which permeates Rodrigo’s marketing campaign, is a related tie to the artist: a distinct solution to take heed to their music that additionally serves as a gateway to different options which may curiosity them.
