Digital MarketingStrategiesRazorfish Acts Like Music Label in Deal With Solo Artist

Razorfish Acts Like Music Label in Deal With Solo Artist

AM, an indie musician from L.A., has struck a unique collaborative deal with Razorfish.

It was bound to happen sooner or later. With the music industry becoming more and more digitized and record labels reluctant to sign artists who aren’t already a proven commodity on YouTube, it was only a matter of time before an aspiring rock star trusted his fate to a digital ad agency.

Such is the case with AM, an indie solo artist from Los Angeles who has struck a unique collaborative deal with Razorfish.

AM already has a record label (Filter) and a management team. But Razorfish will be filling many of the roles traditionally handled by a record label, as well as a few that only a digital ad agency would think of.

AM will be appearing at Razorfish’s 10th annual client summit on October 13, an opportunity to showcase his music for marketers such as Coca-Cola and Mountain Dew, who have a history of signing young acts to promotional deals. “He’s giving us a live experience, and in turn he gets access to executive-level decision makers,” said David Deal, VP of marketing for Razorfish.

On the digital front, Razorfish is helping AM crowdsource the design of a poster to promote the vinyl version of his album, Future Sons and Daughters. Razorfish is providing the platform and promotion for the contest, and one of its design executives, Andrew Crow, will help judge the entries.

The agency is also streaming AM’s music to its 2,000 employees around the world through a StickyBits download. “This is a chance for us to play around with StickyBits,” said Deal, “and the employees can listen for themselves and decide if they want to become brand ambassadors.”

Lastly, Razorfish is helping AM manage his social media presence.

Precisely how or what AM is paying Razorfish for its services is unclear. “We decided to keep the details of how we’re compensating each other private,” said Deal. But Razorfish clearly views the relationship as mutually beneficial – a chance for AM to get some exposure and a chance for the agency to dabble in music promotion and associate itself with an up-and-coming artist.

“We’re trying to find a different way to build our brand with clients and job prospects by living what we espouse,” said Deal.

Follow Douglas Quenqua on Twitter at @DQuenqua.

Related Articles

Seven questions agencies should be asking prospective clients

Agency Spotlight Seven questions agencies should be asking prospective clients

1y Mike O'Brien
Digital people on the move: StubHub and The Coffee Bean & Tea Leaf have new marketing leaders

Marketing Digital people on the move: StubHub and The Coffee Bean & Tea Leaf have new marketing leaders

2y Yuyu Chen
What Challenges Do Agencies Face in 2015?

Agency Spotlight What Challenges Do Agencies Face in 2015?

3y Mike O'Brien
Acura Targets Millennials With Musical Tumblr Campaign

Marketing Acura Targets Millennials With Musical Tumblr Campaign

3y Mike O'Brien
Dos and Don’ts of Becoming a Successful Data-Driven Marketer

Data-Driven Marketing Dos and Don’ts of Becoming a Successful Data-Driven Marketer

3y Melanie White
Publicis Acquires Sapient to the Tune of $3.7 Billion

Agency Spotlight Publicis Acquires Sapient to the Tune of $3.7 Billion

3y Emily Alford
Publicis Launches Luxury Marketing Platform with Google, Conde Nast

Marketing Publicis Launches Luxury Marketing Platform with Google, Conde Nast

3y Lisa Lacy
What Cannes We Expect From This Year’s Lions?

Marketing What Cannes We Expect From This Year’s Lions?

4y Melanie White