Background

MAS is proud to collaborate with TikTok as part of their Sound Partners program. TikTok’s Sound Partners Program allows brands to build unique strategies for TikTok marketing with trusted partners to help get the best out of TikTok’s unique sound-on environment. Bespoke music plays an important role in advertising and TikTok has introduced an entirely new way for brands to tell their stories.

Approach

As Custom Sound Partners, MAS will work with brands to create bespoke music and sounds that engage the community around Hashtag Challenges, campaigns, UGC and much more. Because being a primarily “sound-on” platform is unique to TikTok, brands of all shapes and sizes have been able to capitalize on ads that feature custom sounds and music. Research shows that the majority of TikTok users prefer ads with custom sounds/music and sounds help boost performance for brands. MAS has worked with brands in the past to create custom TikTok sounds and this new partnership expands our offering to make the most of their “sound-on” world.

Background

Instagram were looking for the right song and artist to partner with for their latest campaign. Natania's song "Confidence" as well as her active engagement with her fans on Instagram helped mold the perfect opportunity to showcase her talent for their latest ad.

Approach

While engaging with trusted label partners, MAS found the then unreleased song "Confidence" by Natania. Not only was the song the right fit, but so was Natania.. MAS worked closely with Natania's team to help align the release of the song with the launch of the campaign. MAS also facilitated the on camera deal for Natania to be featured in the ad

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.

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.

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.

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.

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.