MassiveTalent Brings Band 'Sunday Kids' to Fun-filled & Festive Kornuit Beer Ad
Sunday Kids, signed to the MassiveTalent roster, make a starring role in Alfred’s new campaign for Kornuit, with worldwide music agency MassiveMusic providing the soundtrack and the artists for the commercial.
Created by Grolsch in 2013, Dutch beer brand Kornuit targets a younger, more creative consumer. The latest campaign once again positions the brand within the musical domain, building on its existing ‘Kornuit Sessions’ and sponsorship of hip cafes and bars. Sunday Kids provided the soundtrack with their song ‘Along The Way’.
MassiveTalent connects independent musical talent to global brands, commercials, games, films and series, and has already successfully synced artists with international brands, including Aegon, C&A, Sonos, Audi, Mercedes-Benz, HTC and T-Mobile.
“Alfred asked us to find a suitable artist for their new campaign, one that wouldn’t just provide a soundtrack for the film, but one that would also feature in the film,” says MassiveTalent’s Titia van Beckum, “We presented Alfred with a few bands from our catalogue and they decided to go with Sunday Kids. The track is just perfect for the commercial, and the band blends into the film really, really well.”
Titia adds: “We're constantly on the lookout for new and undiscovered talent, and we spend a lot of time searching online across all kinds of genres. What we’re after are bands and artists that stand out and write great songs. The MassiveTalent catalogue has grown in quantity over the last few years, but it’s also grown in quality and when a client needs a song for a project, we offer them a fast turnaround of good quality tracks that are tailored to the brief.”
For this project, MassiveTalent synced Amsterdam-based Sunday Kids with Kornuit. The band’s music ranges from howling guitar riffs, sweeping into intimate and acoustic melodies, and the group’s widescreen Americana passion is mixed up with the rumbling sound of the big city to fit seamlessly with Kornuit’s musically inspired philosophy.
The band comments; “We love the commercial! The music really suits the tempo, feel and vibe of the film. We were drinking Kornuit long-before this project happened and, as a rock band, being involved in something beer-related is something that we definitely hail to. It was an exciting experience to be part of such a major production, and it was amazing to see how the film crew was able to turn a really cold winter day into a sunny, midsummer scene.”
As well as providing Kornuit with the perfect soundtrack to their beer, the MassiveTalent artists were given a starring role in the commercial. The band are featured in the film, playing an intimate looking gig in front of a hip young crowd at the Oogstfeest.
Sunday Kids add: “After it became clear that Kornuit wanted the whole band – not just the song – to be part of the commercial, we were elated as they were really focussing on pushing us as much as they were their beer. The collaboration feels really good and we are excited to see what will happen when the commercial hits the tube.”
For the artists themselves, MassiveTalent is a wonderful opportunity to be discovered, gain extensive exposure and possibly propel their careers to new heights. Advertisers can benefit from being the first one to work with an upcoming artist and the artist can be heard by millions of people that they would never have been able to reach.
Titia comments: “Once a commercial featuring a MassiveTalent track is on air, the artist will reach an incredible amount of people, and these may contain possible new fans for them - listeners who would probably not have heard of the band or their music before. They also get an extra income because of it, which, for example, they can invest in financing their next album.”
It is Sunday Kid’s first major sync and their manager, Maarten Pop, comments: “The project is about to go live and present the band with a great opportunity, this sync will mean a lot for the future of Sunday Kids. The song will be out there for millions to hear. Who knows what is going to happen?”
Creative Agency: Alfred
Music and Sound
Artist: Sunday Kids
Music Production: MassiveMusic
Category: Alcoholic drinks , Beers