Hasta La Creative!

Who else but Jay-Z could wrangle the likes of Madonna, Jack White, Daft Punk. Kanye West, Chris Martin, Nicki Minaj and more to help him promote a product? The all-star musical summit you see above serves as a quick yet somewhat tense precursor to Hova’s new Tidal music streaming service, which the hip-hop mogul announced this week and is aimed at taking on Beats and Spotify among others. Described by Alicia Keys herself as “a platform owned by artists” that’s intended to “reestablish the value of music,” the hi-fi Tidal service offers two paid subscription options: $19.99 a month for high-fidelity audio, and $9.99 for standard quality audio. It can be streamed on the web and downloaded on iOS and Android devices.

Speaking to Billboard about his ambitious endeavor, which is ultimately focused on properly compensating artists, Jay-Z says, “We didn’t like the direction music was going and thought maybe we could get in and strike an honest blow and if, you know, the very least we did was make people wake up and try to improve the free vs. paid system, and promote fair trade, then it would be a win for us anyway.” He continues, “People are not respecting the music, and [are] devaluing it and devaluing what it really means,” Jay Z added. “People really feel like music is free, but will pay $6 for water. You can drink water free out of the tap, and it’s good water. But they’re OK paying for it. It’s just the mind-set right now.”

As for the :30 Tidal promotion (we’re still trying to gather any sort of credits), the clip is already being met with controversy. Just a day after launching, Pitchfork reports that musician/producer The Haxan Cloak, who’s worked with the likes of Bjork, has accused Jay-Z and crew of ripping off two of his tracks for the spot. No word yet from Jay’s camp on the matter.

Para ajudar a divulgar seu sexto álbum, Ghost Stories, o Coldplay escondeu em bibliotecas de vários países alguns rascunhos de letras de Chris Martin. Segundo o vocalista, elas estão dentro de livros de fantasmas. Para encontrar as letras, os fãs devem seguir dicas postadas no Twitter da banda.

A ação de esconde-esconde é uma brincadeira interessante para promover o disco, e o mais inusitado é o vale-brinde da história: em um dos livros onde as letras estão escondidas, há um bilhete dourado.

Quem achar o bilhete dourado ganha um ingresso para ver a banda ao vivo, no Royal Albert Hall, em Londres.

Teriam os garotos comportados do Coldplay se inspirado na Fantástica Fábrica de Chocolates? Ao que parece, Chris não vive a fase mais doce de sua vida – está recém-separado da Gwyneth Paltrow – e isso já se reflete nas primeiras músicas divulgadas de Ghost Stories.

Pelo singles novos que ouvi, a estratégia de divulgação de Ghost Stories me parece bem mais inspirada do que o próprio disco.  Vamos descobrir em 19 de maio, quando Ghost Stories será lançado oficialmente. Até lá, vamos procurando nossos bilhetes dourados.

Post originalmente publicado no Brainstorm #9
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#WeAreWarriors, the latest social and broadcast Golden State Warriors campaign from MUH·TAY·ZIK HOF·FER, shows what would happen if NBA fans got to take the court with their favorite team’s NBA players. The sentiment is spot-on, especially considering how fans like to use the first-person plural when talking about their teams, even though these fans are not paid to play basketball for a living. The Warriors have always been progressive with their social media and fan interaction – including last year’s promotional Social Media Night – and this is another way for the organization to connect on and off the court with fans.

The 30-second spot titled “A Little Help” shows one average Joe getting posted up by Warriors 7-foot Australian behemoth Andrew Bogut. Unfortunately, because of the height difference, the fan’s face keeps bouncing against Bogut’s butt. But like most crazy sports fans, he probably liked it. And he probably bragged about it to his friends. And deep down, his friends were probably jealous. There will be three additional #WeAreWarriors spots in the future, all of which are focused on the team’s fans. Here’s to hoping they will also include Warriors guard Kent Bazemore (seen here as the other guy offering a hand to help up the fallen fan). Bazemore is the NBA’s best and most-celebrated benchwarmer. You can see why here. Yes, a fan created a compilation video of Bazemore’s bench celebrations. That’s wonderful.

The ad is directed by MTZHF co-founder/ECD John Matejczyk and written by its ACD/CW, Josh Bogdan. Credits and some behind-the-scenes footage after the jump.

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