This week’s video premiere for Pit Bull’s “Give Me Everything” (featuring Ne-Yo, DJ Afrojack, and Nayer) reveals that, not only does the artist give a verbal shout out to Kodak but a visual, too-himself, on the brand’s Times Square billboard.
“Give Me Everything,” the latest release from Pit’s sixth album (Planet Pit), opens with a strong plug for the brand-to which he is no stranger:
“Me not working hard / Yeah right, picture that with a Kodak / And better yet, go to Times Square / Take a picture of me with a Kodak”
As the camera pans out at the close of the song, we see the video within a frame on Kodak’s Times Square Billboard (prominently showcasing Pit, of course, to make good on his lyrical promise)…
What happens when a hooked-up online film community, innovative production studio, and trendy New York hotel join forces to produce branded content? Enter cheap, interesting, evocative entertainment.
Last October, Massify partnered with Killer Films to announce a joint-venture contest wherein independent filmmakers, actors, and crew could vie for the opportunity to produce short form content with the Ace Hotel in Manhattan (a boutique hotel with a nostalgic New York City vibe) as the story backdrop.
In so many words, brands are no strangers to emerging artists and music subcultures. It’s a symbiotic relationship: branded platforms provide musicians the exposure they’re looking for to break-out (or expand), while sponsors reap the benefits of any success the artists achieve (and look hip by association).
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