Challenge
Looking to cement their position as one of the world’s leading providers of music enabled mobile devices, Nokia were producing a number of music related event and programs. Central to this was the Connecting Beats competition, searching for Australia’s best unsigned electronic music artists.
Already engaged in the development of the online components of these initiatives, Deepend sought to extend the campaigns beyond their running dates by producing a documentary charting the course of the competition and following the winner on their quest to be signed by a major music label.
Response
Assembling a full production crew, consisting of producer, director, DOP, sound recordist, grip and lighting director, Deepend set out to follow and record the Connecting Beats competition in it’s entirety. From artists composing music in their bedrooms, to following the finalists on a nationwide music festival tour and finally the production of an EP and trip to the UK to meet with a number of record labels. Deepend were able to capture an intimate and revealing account of the eventual winner’s journey towards their dream of becoming a professional musician.
At the same time, the crew were able to capture the public’s opinion on Nokia devices and mobile technology, maintaining a connection to the brand, all be it in a subtle way.
Result
The resulting branded video provided a revealing insight into what it takes to perform for a live audience and crack the elusive ‘holy grail’ of securing a recording deal in the music industry. At the same time, Nokia’s support of the event and subtle referencing in the content reinforced their position in a non-intrusive manner.
The documentary ran numerous times on MTV and served to cement Nokia’s position as one of the leading providers of mobile music enabled devices in the world.
Related tags for the
Can You Click The Music
6,000 clubbers,
70 live performances and only 1 winner!
