MAS is a company made up of the world’s top music, culture and branding professionals with expertise in every aspect of the music, entertainment and brand ecosystems. We find the smartest ways to work with music and culture to help brands get the results their other marketing efforts can’t deliver.
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Bose
Bose Fan Tracks
https://vimeo.com/153931760
https://vimeo.com/153931760
Background
Bose is the official sound of the NFL. 360i and Bose engaged MAS to bring their amazing FanTracks idea to life during the ramp up to Super Bowl 2016. For FanTracks, Bose scoured Twitter to find Super Bowl related tweets, turned them into songs, filmed their performance and responded to fans on Twitter with videos of their song-i-fied tweets. MAS activated every step of the process.
Approach
To demonstrate the FanTracks concept, 360i tapped MAS to lead production on a 60 second online commercial. MAS managed the production of the shoot, the talent and four original songs in four genres. The spot received press coverage in all the trades, and primed the pump for the real time activation of FanTracks. MAS wrangled all talent to Bose’s Boston studio where we shot 20 songs over 3 days in every imaginable genre. Rock, Hip Hop, Country, Metal and Gospel were all in the mix and songs were improvised, filmed and tweeted back to fans on Twitter within an hour of their tweets. FanTracks exceed all 360i’s metrics for social engagement, received press coverage in multiple publications and became the stand out digital execution of Super Bowl 50.
RESULTS
CBS
CB2 After Hours
Background
CB2 tapped MAS to conceive and execute a four city live music series called CB2 After Hours. We brought Mark Ronson, AlunaGeorge and Jamie Lidell into CB2 stores across the country to play exclusive invite only shows. Drinks and food were on hand and guests got to try out CB2 wares in a relaxed, real way while being entertained by some of the world’s most innovative talent.
Approach
With a top tier talent roster and event series, CB2 was able to enter the music space with a bang. They rewarded their customers with a great show and got many new potential customers into their stores. Social media posts around the program by fans and artists like Mark Ronson and Lady Gaga boosted the reach of the program by the millions. MAS secured the talent and handled all event production and marketing. From email acquisition partners to caterers, custom neon signs to door security and everything in between. Then, we flipped the script and brought CB2 furnishings and hospitality into Brooklyn venue Rough Trade, for one of acclaimed UK artist Michael Kiwanuka’s only US shows. Guests got to see just how rock n’ roll a CB2 Victorian couch actually is while enjoying on the house drinks, food and limited edition totes to take home.
RESULTS
Bacardi
Bacardi Loud & Untameable
https://player.vimeo.com/video/108420916
https://player.vimeo.com/video/108420916
Background
Bacardi and Barbarian Group were looking to engage new demographics by creating something Loud & Untamable that could be appreciated by fans of various musical genres.
Approach
MAS – Music and Strategy found Cuban band Yerba Buena who, under the supervision of Grammy-winning producer Andres Levin would work with three different artists to recreate two songs by each artist in a way they had never been heard before.
RESULTS
Kate Spade
Kate Spade & The Vivian Girls
Background
When Kate Spade New York, launched her Florence Broadhurst Collection last spring, they aimed to reach consumers in a way they’d never forget. That’s when MAS stepped in to help the clothing designer develop an integrated marketing strategy powered by a musical sound made to fit the brand’s philosophy. MAS teamed up with Kate Spade to point an edgy sound that matched the voice of the brand. They found their voice in Brooklyn girl rockers, Vivian Girls, who went on to personify the brand during a bus tour and concert series. MAS sourced and booked the talent, producing a four city concert series that ended with a live set during the annual SXSW festival, where the Vivian Girls announced their next opening act — one chosen through the Battle of the Bands competition on Kate Spade’s Facebook page.
Approach
Turns out, a community of 500k plus fans is a fine place to hold a Battle of the Bands contest. MAS created the Facebook application that accommodated the contest, complete with live streaming of the concert, a voting platform and a fully functional e-commerce page to drive sales. In the life of the promotion, Kate Spade garnered free mention on MTV and LA Times, countless blogs, mentions in many more print publications and several thousand online media impressions. MAS engaged half a million Facebook fans with a Battle of the Bands competition. And, they gave the brand a musical identity Kate Spade customers could identify with forever.
RESULTS
Nikon
Nikon & Counting Crows
Background
After careful research and consultation, Nikon and MAS agreed that alternative rock band, the Counting Crows, perfectly encapsulated Nikon’s audience. Their sound was to become the ideal form of entertainment at the celebratory launch event for the new cameras and lenses.
Approach
MAS negotiated talent agreements and fully produced an intimate concert for the Counting Crows in front of a VIP audience and the press. Bloggers posted about the event, helping the amazing new cameras and lenses reach an increased awareness.
RESULTS
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