Category: Best use or integration of music
Advertiser: NATIONAL FOOTBALL LEAGUE
Product/Service: NFL GAMEDAY MUSIC EP
Agency: GMR MARKETING
Chairman/Chief Executive Officer: Gary Reynolds (GMR Marketing)
Vice President - Sports Marketing: John Canaday (GMR Marketing)
Executive Producer: Edsel Dope (GMR Marketing)
Vice President - Legal: Kelly Schwanke (GMR Marketing)
Media placement: Music Video - TV Channels / Online - 8 September 2011
Media placement: Digital Album - Radio / ITunes / Film Integration - 8 September 2011
Media placement: Music Video - Live Stadium Integration / Online - 8 September 2011
Media placement: Music Video - Live Stadium Integration / Online - 8 September 2011
Campaign Description
Branded entertainment in the United States has caught on for consumer products. It was relatively uncharted territory, however, for an American sports league. The restrictions on music publishing and licensing was a principal reason and justification for the work. Sports teams and leagues play a key role in building popularity and royalties for music, but until now have not participated in the ownership or income stream of those copyrights. So when a sports league plays classic rock music at the stadium during game day, they're paying the major labels that own the content. Moreover, licensing opportunities for musicians and artists have been waning in recent years, and this was a way to get artists paid to participate in something that expands their audience. The program was designed to help the NFL navigate the licensing landscape and control the revenues and royalties on the backend.
Effectiveness
We were charged with helping the NFL navigate the music landscape as it relates to licensing and producing original content. Original songs were commissioned to enhance the NFL game day presentation and give some ownership and control back to the league. The music at NFL games has long been dominated by classic rock anthems. Music from established artists like AC/DC and Guns N' Roses has been heard at almost every American sporting event regardless of sport or region. Most of these songs are over 25 years old. We were asked to create a soundtrack that captured the essence of what the NFL is all about, and give the licensing and publishing rights to the league, where they would be owned in perpetuity.
Part of the challenge was that the NFL didn't want campy football-themed music but real radio singles that would become hits in their own right. Once we composed songs that we felt captured the spirit of the NFL we had to identify performing artists who could bring them to life and put their own signature stamp on the material. Hard rock is more suited to the NFL culture but we were also conscious of expanding into pop genres where large swaths of NFL and music fans hear their music. While Hinder, Sammy Hagar and Joe Satriani, and James Durbin are established rock musicians with large followings, Jordin Sparks is a pop singer and Darius Rucker has more of a country persuasion.
The artists gave the songs their own interpretation so it fit them as musicians. Their fans helped give the music traction and we set out to incorporate the soundtrack at stadiums during games, and also released them to the radio as singles.
Implementation
The Official Gameday Music of the NFL was comprised of five original tracks that were heard live at the stadium on gameday. Additionally, all 5 tracks were heard live during the Super Bowl (NFL Championship). Videos for the songs were customised for individual teams and played on the jumbotron in the stadiums. They were available for download on iTunes and also released as singles to be heard on the radio. The music was also used by teams in their highlight reels and incorporated into their team websites. James Durbin's 'Stand Up' was a radio single and released on his album.
Outcome
This is original branded content that is actually charting on the Billboard 100. The music isn't just confined to NFL games but is getting considerable radioplay and outside licensing-requests. The NFL owns this music in perpetuity and it represents substantial equity for the league that will only continue to grow in value. This is the first time that music commissioned by a brand has opened such significant royalty streams for licensing and publishing. The songs are even being played by other sports leagues who, in effect, are paying royalties to the NFL. For the NFL fan, they're finally hearing something beyond the same classic rock catalog. They're experiencing music truly intended for the game and for their own teams, creating a deeper connection to the game itself. Millions of fans heard the songs at stadiums during games, and millions more heard them on the radio or heard them on television over highlight reels and recaps.