Introducing Abe Schwartz, Film/TV Coordinator
I have been working in entertainment since graduating from the University of Michigan in 2010. After cutting my teeth in the Motion Picture Lit department at William Morris Endeavor in L.A. (many horror stories), I moved back to New York to join the marketing agency DDCD & Partners where I produced a wide range of video projects for clients including American Express, Chrysler, IMG College and AM General. In addition, the last six months have consisted of the release of a comedic web series (CRASHERS) and the completion of a feature length documentary (WEB).
I have a deep passion for movies of all shapes and sizes. You may catch me at the next Noah Baumbach feature or waiting in line for Iron Man 3. In my free time, I love to play pickup basketball with friends and get on the golf course whenever possible.
I’m so pleased to be a part of this company and excited to work with everyone.
We all know Spotify. Some of us have used it since launch in 2008, while others in Australia and Germany are still in their first year of streamin’ it up; or perhaps you know it for its long-standing residency in the Long Tail of Music discussion.
Whatever your knowledge of Spotify, it’s not because you’ve seen an informative or emotional TV commercial. This is because Spotify has dedicated its younger years to developing its product and identifying markets to which expansion is essential.
…until now.
In a strategic turn on March 25th, Spotify for the first time ever launched an ad campaign beginning with this (rather intense) commercial:
This video, which aired on NBC’s The Voice last week, is part of a $10 million campaign and will soon be followed by more commercials, like this emotional spot that reminds us of how a single song can often sum up memorable moments in our lives. There is also this spot that makes us remember our youth, cringe at its awkwardness and smirk at its honesty.
Go ahead, watch them all.
Admittedly, I didn’t expect the opening spot to be so heavy — especially coming from the brand whose fonts have included sketch and who has released cute little animated shorts for digital campaigns. I think their print ads capture more of what I see as “the Spotify spirit” and their mantra during this campaign: #formusic.
“For Music” is the answer to the questions that I immediately think of when I see these pictures (see one below). For example, why would anyone voluntarily strip down and expose dance moves like these? It’s all for the music. I get it.
Lest we forget, as this rebrand and “remarket” rolls out, the recent logo redesign that Spotify announced last week is important, too. What is the goal here? Is Spotify trying to reposition itself as a more serious and mature company? Given the emotive ads, corporate logo rebranding and the price tag on this ad campaign, seems like that’s exactly it. More power to you, Spotify.
By now, you’ve experienced Part One and Part Two of our Marketing love affair. This week, we bring you the final installment with Hook, Line & Sync’ers, a map of our Film, TV, Advertising and Gaming partners.
We’ve partnered with the cream of the crop in all different industries and genres to get our clients’ music heard, and our Concentrated Music team is always hard at work securing more partnerships, like our latest one with Kina Grannis and Disney. Check out some of our past and current partners below:
Thanks to Airene Resurreccion for the graphic!
With a myriad of streaming services at our disposal, film and TV are seeing a massive reduction in the consumption of DVD’s. The truth is, streaming services are changing the way consumers watch movies, listen to their favorite songs and even enjoy television. It’s no wonder Boxee, the makers of open-source streaming software, are looking to get rid of DVD players once and for all.
Last week, Boxee formally announced their latest product to hit the market: Boxee TV. This device serves as the one-stop for all your streaming needs. Literally. With the help of your cable provider, Boxee TV allows users to watch live TV from the five major networks. This means you will now be able to watch ABC, CBS and FOX all in HD.
Boxee comes with great third party apps like Netflix, Pandora and YouTube pre-installed, ensuring that all your favorite movies, music and viral videos are at your fingertips. What appears to be Boxee TV’s greatest technological feat is the first ever no-limits DVR powered by the cloud. What this means is that now you can record your favorite shows virtually anywhere on any device without any data cap. Of course, Boxee does come with a fee. To enjoy the benefits of Boxee TV, you’ll need to dish out $99 for the box and $14.99/month to subscribe to DVR.
This product truly allows Boxee to stand apart from other streaming services and puts pressure on cable providers to answer the challenge. And as for DVD’s, it’s been nice knowing you.
The Orchard’s catalog is hitting prime-time on tonight’s episode of So You Think You Can Dance. We’re excited to see what kind of inspiration the dancers will get from seven-time Grammy-winning pianist Eddie Palmieri’s “Bomboncito De Pozo.” Recorded with his classic La Perfecta orchestra, the track was originally released on his 1967 album Molasses [Tico] which Allmusic calls “one of the Latin master’s best recordings from the ’60s.” You can catch the action on Fox at 8PM tonight.
For more info about The Orchard’s Creative Licensing services, visit us here: http://www.theorchard.com/creative-licensing
