MassiveMusic revives Etta James for the latest Auto Trader campaign

12 SEPTEMBER 2012, LONDON, UK
Summary
London, September 12th, 2012 - The London branch of music agency MassiveMusic has revived a timeless classic for the latest Auto Trader campaign entitled “The One”. The campaign features the re-recording of Etta James classic song “At Last” by Natalie Duncan, a rising new British artist who enjoyed the remake so much she decided to release it on the B-Side of her debut single which will be released on Verve Records.

London, September 12th, 2012 -  The London branch of music agency MassiveMusic has revived a timeless classic for the latest Auto Trader campaign entitled “The One”. The campaign features the re-recording of Etta James classic song “At Last” by Natalie Duncan, a rising new British artist who enjoyed the remake so much she decided to release it on the B-Side of her debut single which will be released on Verve Records.

The single release coincides with the release of the commercial which will be both on TV and online. Verve Records, MassiveMusic and Glue Isobar, the agency which conceived the campaign, are now working hand-in-hand to maximize exposure both the song and the brand.

The Auto Trader campaign is a good example of how brands can connect with the hearts of their audience through the use of a well chosen classic, while introducing a new artist to the market. MassiveMusic, who is the music agency for Heineken International, has recognized the need for brands and agencies to have more than just a music house at their disposal.

MassiveMusic was responsible for every stage of the project lifecycle. From finding Etta James’ “At Last”, to negotiating the rights, to re-recording a new cover version, and sourcing Natalie Duncan from Verve Records as the lead singer. The interesting part of the project was that Natalie Duncan enjoyed the cover so much, she asked MassiveMusic to develop a full length version of the track, to be released as a B-Side on her upcoming Verve Records debut.

Natalie Duncan, recording artist, says:

“‘At Last' is one of the songs that I used to perform in the early days of my career doing cover gigs. It's one of my favourite songs to sing, it has a real emotional and soulful quality considering it's a very uplifting song.”

Paul Reynolds, Managing Partner MassiveMusic London, says:

“The Auto Trader campaign is a great showcase of our capability as a full service music agency. We don’t just want to receive a brief and send back some mp3‘s. We strive to be strategic and creative partners to our clients. Ideas are not enough. Ideas must serve a well thought out strategy that strives to realize compelling synergy between the product, popular culture and the people. That’s what happened with Auto Trader, so we’re grateful and glad that we were invited to take part.”

The Auto Trader commercial was shot by director Mark Jenkinson and launched in the UK this week.  Natalie’s single containing ‘At Last’ will be available stores via Verve Record from the 22nd of October in online music stores.

-END OF PRESS RELEASE-

For more information please contact:

Paul Reynolds, MD MassiveMusic London
paul@massivemusic.com
+44 (0)20 7234 7500

Check out the Auto Trader “The One” commercial via:
http://youtu.be/INQlQth9zxg

 

Quotes
"“The Auto Trader campaign is a great showcase of our capability as a full service music agency. We don’t just want to receive a brief and send back some mp3‘s. We strive to be strategic and creative partners to our clients. Ideas are not enough. Ideas must serve a well thought out strategy that strives to realize compelling synergy between the product, popular culture and the people. That’s what happened with Auto Trader, so we’re grateful and glad that we were invited to take part.” " Paul Reynolds, Managing Partner MassiveMusic London, says:
"“‘At Last' is one of the songs that I used to perform in the early days of my career doing cover gigs. It's one of my favourite songs to sing, it has a real emotional and soulful quality considering it's a very uplifting song.”" Natalie Duncan, recording artist, says:
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About MassiveMusic

MassiveMusic is a music agency with offices in Amsterdam, London, New York, Los Angeles and Shanghai. We believe in the social value of music – and how this transforms the way people connect and interact with brands.

MassiveMusic produces and composes music for the worlds of advertising, broadcast design, interactive, gaming and film. We also develop music strategies for global brands, provide music search and licensing services, create innovative music activations, scout new talent - and throw a mean party every once in a while. Our passion for music has not only ensured an award-winning reputation - but makes it so much easier to jump out of bed each morning.

MassiveMusic was founded in Amsterdam in 2000 - a time before the ubiquity of YouTube, OneDirection and the use of the colour orange. The company is proud to have sprinkled its melodic magic on many of the world’s biggest brands such as Adidas, Audi, Coca-Cola, EA Sports, Nike, Heineken, Sony and Volkswagen.

http://www.massivemusic.com

Services: Music Composing & Production, Search & Licensing, Sonic Branding, Music Strategy & Intelligence Music Consultancy, Legal & Management, Music Marketing, Music Intelligence.

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