Japanese automotive company Suzuki has launched FANtastic Sounds, a ‘battle of the bands’ style competition, to promote is new Swift small car as part of its official pan-European sponsorship of the 2010 MTV EMAs . The competition is open to all bands/artists who don’t currently have a record deal, and will be judged by singer Marta Jandova (of Die Happy) and MTV executives.
Ok, I know what you’re thinking. BOTB competitions aren’t the most imaginative of concepts. Staging competitive music competitions such as this hit a peak around 2007, when every brand going seemed to be offering a ‘lucrative recording deal’. What happened to all these amazing bands that must have been unearthed during this time? Where they ever heard of again? It seems not.
However, to be fair to Suzuki, they aren’t offering up a record deal here – what they are offering is a VIP experience to the MTV awards in Spain and the chance to net access to the exclusive after show party.
What’s also interesting is Suzuki’s take on the music proposition. They aren’t looking for the next big thing. They are specifically looking to find music that is representative of the new vehicle, a “special sound tailored to the car”. The music composed has to reflect the Suzuki way of life – ie: brand values that centre around “excitement”, “straightforward”, “value”, “sporty” and “spirit”.
The campaign states that it will give the winner the “chance to start an international career, powered by Suzuki and MTV”. Whether this means that their music will be used in ads or for promotional material is unclear. However, netting an ad sync deal is undoubtedly a bigger push up the career ladder than a record deal these days.