The youtube film above is the new Faithless single / the new Fiat Punto commercial.
Fiat and Faithless have signed, what some regard to be, "a historic deal that may signal the future of the music industry".
The full three minute "prommercial", a new word indeed, was launched during a commercial break two weeks ago and followed up by regular 30-second edits of the prommercial a week later.
Faithless, who have no record label right now, haven't received any money for this thing but consider it a great promotion for upcoming releases and a nice way to shoot a big budget video for one of their songs.
Founding Faithless member Member Sister stated: "They want to sell cars and we want to sell music, it's getting that symbiotic relationship to work, which is interesting and challenging, they wanted us to be involved in the creative process, check the script and the director and be totally involved in every way."
I'm very curious to find out how the results will be for both brand and band in the long run. If these are positive it's very possible that we'll see a lot more of these band-brand match-ups.
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