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04 October 2008
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BAND OF BROTHERS 17 September 2008 To drum up interest in their soon-to-be released seventh studio album, Dig Out Your Soul, Brit-band Oasis teamed up with BBH creatives Calle and Pelle Sjoenell and HSI's The Malloy's to create a launch campaign with a difference.
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-- sort by month -Working with Oasis' record label Warner Bros, BBH New York creative directors Calle and Pelle Sjoenell came up with the concept of having a group of street musicians perform unreleased material off the forthcoming album at various sites throughout the city. "My brother and I were discussing how the music business is so traditional when it comes to advertising and promoting new material," explains Calle, "and he got his weird look on his face and said to me, 'imagine if street musicians got to play tracks first instead of last.' We talked the idea through with Warner Bros. in the US who spoke to the band's management. They liked the concept from day one and were up for getting behind the idea."
Having won management and the band over, Calle and Pelle
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shots - News
http://www.shots.net/news_detail.asp?id=4376
decided to expand the concept and document the day's events with the help of HSI directing duo The Malloy's. "It was a pretty unique experience working on a music project with an agency," recalls Brendan Malloy. "Typically we work on our own when making music videos but this was a great process and the collaboration with the guys at BBH worked really well. It's a different beast working with musicians and they let us do our thing but at the same time they had a tonne of good ideas." Having got the green light, BBH producer Julian Katz approached MUNY, the organization responsible for managing street musicians on the New York subway to recruit artists to work on the project. Allocating different tracks to the various musicians, the team set about rehearsing before taking to the streets. "The band spent an hour and a half together with the musicians, listening to each song one at a time," explains Calle. Malloy chips in: "Luckily the band were really moved by the musicians and got really into it. Whenever musicians get around other musicians, no matter how different they are, there seems to be a bond that's about the music."
Having test-run the tracks the musicians hit the streets with The Malloy's in tow. "The great thing about a campaign like this is it's all about the musicians and their material," says Calle. "The musicians became the media if you will." Malloy is equally excited about the future of the project going forward. "We saw that a lot of Oasis fans were on set with their own cameras shooting films to upload to YouTube and that was the hope going into to project that we'd start something that would then gain momentum online." To view an extract from the forthcoming documentary by The Malloy's, click here.
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