To break the stigma against stock music and encourage people to reconsider it as a viable artistic tool, BMG took the stage at SXSW and hosted a “new” concert series in front of an industry know for being critical - the creative industry.

Posters and promotions made everybody think they were listening to up-and-coming talent, but what they didn’t realize was they were listening to stock musicians and stock music. When they were told the music they were loving, was actually the music they used to hate, they were stunned and the haters had to change their tune.

VMLY&R New York

Cannes Lions Direct - Shortlist

In the press:

North America ECD: João Coutinho
CD/CW: Piet Melief
CD/AD: Felipe Pavani
Copywriter: Joel Johnson
Art Director: Marcos Porrata
North America CCO: Jason Xenopoulos