Music agency MassiveMusic connects emerging artists to Volkswagen’s “Hitchhike with a Like” Facebook game.
30 MARCH 2012, AMSTERDAM, THE NETHERLANDS
SummaryAmsterdam, 30 March 2012 – International music agency MassiveMusic provided the music for the Volkswagen “Hitchhike with a Like” Facebook game, which launched in 10 markets this week. The game has been developed by Tribal DDB Amsterdam and is a true innovation in social gaming. Music plays and important role in all levels of the game. MassiveMusic connected 17 aspiring and unknown artists to the campaign via its MassiveTalent platform and took care of all soundtracks in the game.
As of this week, digital agency Tribal DDB Amsterdam launched ‘Hitchhike with a Like’, a new fully interactive online gaming experience for Volkswagen, featuring the third generation of the legendary Beetle car - the 21st century Beetle. The idea is to allow Facebook fans that ‘liked’ the game, to virtually hitchhike to the greatest cities in Europe, getting picked up by different Beetle drivers each time. There are 64 various characters driving 64 uniquely designed 21st Beetle cars. Each of the 265 different rides bring surprising stories and outcomes, there are opportunities to earn extra points, unlock prizes and discover the originally composed music tracks bringing the gaming experience to another level. Music is a central part of this campaign taking a leading role in determining the ‘driving the spirit’ as each ride has its own soundtrack reflecting the characteristics of the of the 21st Century Beetle driver.
Joep Beving, Music Supervisor for MassiveMusic Amsterdam:
"We're super stoked with the completion of this exciting project. Especially since the role of music is so eminent in the game. It was a challenging brief to come up with 64 songs that would hit the mark both from a storytelling angle as well as appeal to a music savvy online social gaming generation. A big chunk of the songs are from our MassiveTalent catalogue that features exciting and aspiring unknown artists. The other soundtracks were all produced by MassiveMusic. It's the ultimate type of project to showcase why music agencies like ourselves exist. Let's hope people will enjoy it as much as we do."MassiveTalent artists Alexandra Streliski, Villeneuf, Edit and Y, Ro Halfhide, Plastice Made Sofa, Bradley Fasthand & The Straightshooters, Spaceguards, Rita Ritz, The Secret Love Parade, Alex Haynes, UhOh, Fergus Brown, Process Rebel, Lonesome Ghost and Big Smoky all appear in “Hitchhike with a Like”.
MassiveTalent is a music platform that aims to help unknown artists start off their music careers by connecting them to brands, games, films, television series or any other great work that might get their music out there in a positive light. Being part of market leading music agency MassiveMusic, the service works with a large global network of advertising and digital agencies, which creates a favourable position to promote and push music of young unknown talents that yet have to make their way into this big world. Earlier MassiveTalent synced Danish band Death Valley Sleepers to a European Chevrolet campaign. Other brands that adopted MassiveTalent artists to their campaigns were Heineken, Mercedes, Diesel and T-Mobile, to name few.
""We're super stoked with the completion of this exciting project. Especially since the role of music is so eminent in the game. It was a challenging brief to come up with 64 songs that would hit the mark both from a storytelling angle as well as appeal to a music savvy online social gaming generation. A big chunk of the songs are from our MassiveTalent catalogue that features exciting and aspiring unknown artists. The other soundtracks were all produced by MassiveMusic. It's the ultimate type of project to showcase why music agencies like ourselves exist. Let's hope people will enjoy it as much as we do."" Joep Beving, Music Supervisor for MassiveMusic Amsterdam:
Joep Beving - MassiveMusic AmsterdamBusiness Strategy & PR
T: +31 20 4272 432
Hans Brouwer - MassiveMusic AmsterdamCEO / Founder
T: +31 20 4272 432
Steve Johnsen - MassiveMusic AmsterdamCommunications Manager
T: +31 20 4272 432
Paul Reynolds - MassiveMusic LondonManaging Director
T: +44 (0) 20 7324 7500
Keith Haluska - MassiveMusic NewYorkManaging Partner
T: +1 646 495 4955
Scott Cymbala - MassiveMusic Los AngelesManaging Partner
T: +1 310 582 5900
Diederik van Middelkoop - MassiveMusic ShanghaiManaging Partner, Executive Producer
(CN) M: +86 150 00 851 129 // (NL) M: +31 (0) 6270 540 92
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.
Services: Music Composing & Production, Search & Licensing, Sonic Branding, Music Strategy & Intelligence Music Consultancy, Legal & Management, Music Marketing, Music Intelligence.