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Tags >> Pop Sponsoring
Sep 18

GLEE: Audio Branding and Pop Sponsoring

Posted by Phoenix Benedict in tv series , Queen , Pop Sponsoring , phoenix benedict , lady gaga , glee , audio branding

Phoenix Benedict


Sep 18

Ring My Bell...

Posted by Phoenix Benedict in ring my bell , Pop Sponsoring , phoenix benedict , Games , audio branding , anita ward , advertising

Phoenix Benedict

Anita Ward: ‘Ring my bell’ in Games’ audio branding

Jul 16

'Gnomeo and Juliet': an Audio Branding Review

Posted by Phoenix Benedict in Pop Sponsoring , moulin rouge , la mer , John Williams , james newton howard , hook , hello hello , gnomeo and juliet , elton john , debussy , david furnish , audio branding , american beauty

Phoenix Benedict

'Gnomeo and Juliet': Audio Branding Review

Although it is a children's version of the classic with references to 'Moulin Rouge' and 'American Beauty', the original music (James Newton Howard) is very well executed. Orchestration (various artists) is done with impeccable craftsmanship and colourful timbre textures that smacks of Debussy ('La Mer') and creative genius, John Williams ('Hook', 1991).

A version of audio branding is categorized as Pop Sponsoring, i.e. the intentional usage of popular music to affirm or co-create another brand. Elton John is used excessively, in my opinion, with a style of music here that edges on soppy more so than tasteful and classy. The movie is frequently interspersed with sudden songs of which the first is Elton John's 'Hello' which, again in my opinion sounds inappropriate for this primary target audience. The song is sung by a flat, one dimensional chipmunk female voice together with Elton John with excessive repetition of the word 'Hello Hello' that is quickly reminiscent of a witches' sabbath. Somehow the Elton John alliance with the 'Gnomeo and Juliet' brand seems a bit strange, until I saw that his partner, David Furnish, is one of the movie's producers... Elton John has had his season of glory yet I somehow still don't make the aesthetic connection between his brand and a kids' movie brand anymore.

Often Pop Sponsoring can be very effective in aligning one unsung/new brand to another (sung/sonic) brand. Throughout the original score various other Elton John songs are referenced as well.

The parents will enjoy the references yet the kids probably won't make out pointy heads or trainers why the songs are a bit unfamiliar, and in my opinion not the best example of audio branding and pop sponsoring.

Nov 13

Branding and Sound: DStv, South Africa's pay channel TV Network

Posted by Phoenix Benedict in TV , Queen , Pop Sponsoring , music branding , music , Holiday season , DSTV , Adam Lambert

Phoenix Benedict

Have you noticed the variety of pop songs that DStv have been associating with since the early 2000's? From Queen's 'It's a kinda magic' to Adam Lambert's 'For your entertainment' the DStv visual logo has been sponsored, or rather licensed by numerous popular music tracks throughout the last decade. As much as their target demographic has morphed so too have their choice in popular associative songs, i.e. Pop Sponsoring (using contemporary music bands, their sonic identity and values to merge together with your product branding). Let's hear what kinda magical pop sponsoring DStv will be lining up for us this 2010 festive season.

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