Collaboration represents wish to challenge traditional models of the music industry
BETC POP is a lab-agency within BETC, entirely dedicated to pop culture. It works with talent scouting and content creation, at the crossroads of business and entertainment. Now, BETC POP teams up with Polydor, Universal Music’s mythical label to create POP Records. The agency has a long history of relationships with different record labels, including Universal. Together, they have helped a line of edgy artists emerge on a wider scale through advertising collaborations with BETC clients: Disclosure for Lacoste, La Roux for Armani, The Drums for Peugeot, Crystal Fighters for Canal Sat and The Chemical Brothers for Air France, just to name a few.
The founders of lifestyle and media agency BETC POP, Isabelle Tardieu, Fabrice Brovelli and Christophe Caurret, have always been deeply involved with the music industry. With a background in artist management (Yuksek, Agoria, Naïve New Beaters), publishing (Amadou & Mariam, The Shoes), and experience from working for labels, as DJ’s, producers, music video directors, concert and party organizers (founders of the PANIK parties around the world: Paris, New York, Amman, Bamako…) and as musicians themselves, they have a solid experience in the business.
Rémi Babinet, BETC co-founder says: "A modern ad agency should be able to offer a lot more than just consulting and traditional campaigns; it should be a media, a producer and an audience generator in itself. This will be central for BETC’s development over the coming years."
The collaboration is a demonstration of their wish to challenge the traditional models of the music industry: “The teams at Polydor are constantly reinventing themselves to stay on top of a music industry in transformation. We are very proud to welcome BETC POP and this new pop-themed record label”, says
Eric Lelièvre, General manager, Polydor.