Chewing gum brand supports emerging artists with pre-roll ads

ga(‘send’, ‘event’, ‘Uncategorized’, ‘article’, ‘article-industry-impression’, {nonInteraction: true});

Springwise has always had a focus on supporting emerging talent, whether that’s creative, business, or any other form of talent. With the same aim in mind, Extra Gum has launched a new digital platform called Extra Support Acts to support emerging Australian artists. The programme is in partnership with YouTube and Universal Music Australia. It replaces the YouTube ads that appear before the music videos of four well-known musicians with videos showcasing the talent of the next generation. The participating artists are 5SOS, Alison Wonderland, The Rubens and 360. Extra and their partners have chosen a total of 16 emerging artists to fill these pre-roll ads.

What’s more is that viewers can vote for their favourite acts simply by watching the ads. The four acts with the most views will become the winners. Each winner will receive mentoring from the artist they supported. They will also get studio time and the opportunity to perform at the 2018 Universal Music ARIA Week showcase. The voting period is open from August 15 until September 30, and the winners will be announced in mid-October.

Roddy Campbell, Managing Director of New Business at Universal Music Australia, said: “We’ve seen all manner of branded music platforms and really feel this will be one of the best – an authentic role for the brand that creates value for consumers and artists alike.”

Here at Springwise, we have previously published many musical innovations including AI music software that can compose, customise and produce original songs. Another example is a speaker that produces mood lighting to match the music that is playing.

Takeaway: Extra is changing the way we use existing platforms by turning ads into a stage to promote up-and-coming artists. In addition, the initiative is engaging viewers in the emerging artists’ success by introducing a voting system. This deeper interaction between consumers, artists, and entertainment providers is indicative of the growth of community in artistic pursuits. What other new methods could promote lesser known artists?

Website: www.extragum.com
Contact: www.twitter.com/extragum

Source: New feed 1