Viral Music

Published by Rudy De Waele October 6th, 2005 in Uncategorized

Yesterday it was in my mailbox again: “Always a treat: every two months, Mercedes presents an exclusive selection of musical talents from around the world – right now Mixed Tape 09 with a range of urban sounds between London and Berlin!”

Since its inception, receiving this message takes me immediately to the page to download the latest Mixed Tape release. This year I enjoyed a lot of the music on my iPod of artists such as Sébastian Tellier, Izmar, Four Chords, Audiotreats feat. Bruda & Psycho, DJane EmBee feat. Aleksz, Sadder Star, Ken.Ji, Lemon Curry…

Not that the Mixed Tapes are gonna make me buy a Mercedes but I think it’s one of the best online branding campaigns making use of music as a connector. Good for the brand and the band!

Take the example of “La Ritournelle” from Sébastian Tellier, one of last years most remarkeable songs.

The first signing to Air’s Record Makers label, Sebastien Tellier’s “La Ritournelle” was originally released in France way back at the end of 2003 on the “Beyond All Strategies” EP.

The song was picked up again by the end of 2004 and released on the Mixed Tape 04. The song made it’s way virally on the internet until it got released as a 12″ by Pure Groove Records. The 12″ sold some 4,000 import copies in the UK only and has been championed by everybody from Giles Peterson, Una Bombers, Pete Tong…

Now the CD Single of La Ritournelle with new remixes has been released, you can also find it on the excellent “Politics” Album. Still not convinced? Then you can also download the original video directed by Quentin Dupieux here and a new version directed by Ace Norton here.

An excellent example of how online viral marketing can be effective, for independent artists and record companies, using alternative ways of digital distribution.

I’m gonna by the remixes and the album…

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