How Felt Music Helped Sell a $91m Rabbit
One of Jeff Koons’ most well-known pieces, Rabbit, fetched a staggering $91Million at Christie’s Auction House this week in New York. The playful, stainless steel, 3ft high rabbit, regarded as one of the most celebrated works of 20th-century art, was sold for more than $20 million over its pre-sale estimate smashing a world record in the process.
Felt Music collaborated closely with the London agency Lida to create four carefully crafted compositions for the campaign leading up to the sale, all reflecting the controversy surrounding the iconic sculpture. The films were screened digitally across social platforms, Time Square billboards and shown during the auction at Christie’s.
Working with the composer Charlie Tenku, it was important for the four tracks to echo both contrasting themes and impactful hit points shown in the film, with a sonic blend of 1950’s jazz and bass booming trap. Felt are extremely proud to be part of making art history.
Music Company: Felt Music
Music Supervision: Liz Williams
Composer: Charlie Tenku
Editor: Wes Latta, Pilar Rico
Creative Agency: LIDA
Copywriter: Camila Gurgel
Art Director: Tom Kennedy, Ieva Paulina
Creative Director: Ben Golik
Account Planning: Hannah Kaplan
Account Director: Ashley Gullickson
Chief Strategy Officer: Graham Phillips
Strategy Director: Adam Reader
Managing Director: Georgia Graham‐Leigh
Animation Company: Hero Studios
Director: Alejandro Norman
Executive Producer: Patrick Scerri
Animator: Nil Serraima, Julian Reate
Genre: Music & Sound Design