Universal Music Group is taking an unorthodox approach to breaking a new artist in the coming months – positioning her at the centre of a multi-million pound ad campaign.
New York-born Norma Jean Martine has previously earned success as a songwriter for the likes of Ronan Keating, Lena and 2013 Italian X Factor winner Michele Bravi – as well as collaborating with Burt Bacharach. She released her debut single, Animals, on Virgin EMI (UK) in October last year.
But now Martine has a big chance to make her international mark as an artist, via a megabucks commercial deal brokered by Universal’s Globe.
Martine performs George Michael’s Freedom in the Spring ad for McArthurGlen, which owns a string of designer discount fashion outlets in Europe and Canada.
The ad, which kicked off yesterday (March 21), is the beginning of a multi-million pound ad campaign broadcast across TV, radio, cinema and digital.
The campaign will cover nine territories including the UK, Italy, France, Canada and Germany.
Martine’s track has reportedly already been downloaded 350,000 times on iTunes worldwide, and is also available on streaming services including Spotify.
The campaign coincides with the 21st anniversary of the first designer outlet in Europe opened by McArthurGlen.
“This has given norma an opportunity to showcase her talent to a global audience.”
Marc Robinson, Globe
Marc Robinson, MD of Universal’s London-based brand partnership division Globe said: “Collaborating with McArthurGlen on one of their biggest marketing campaigns of the year has given Norma an opportunity to showcase her talent to a global audience.
“Their understanding of music and fashion and their commitment to new talent have made this a fantastic opportunity for Norma at the start of her budding career”.
The ad was directed by fashion photographer Nick Haddow whose portfolio includes work with Vogue, W Magazine, L’Officiel, Victoria’s Secret, Universal Films and Wonderland.
Shaeren McKenzie, McArthurGlen Designer Outlets’, Group Marketing Director, said: “Delivering a thriving retail environment for our customers has been our focus over the last 21 years since bringing the outlet concept to Europe.
“For our Spring campaign, the first of the year, we have collaborated with Universal Music, working with Norma Jean Martine to re-record George Michael’s ‘Freedom’.
“It is an iconic track, recorded with a great female artist and the concept of ‘Freedom’ chimed with us, as 21 years ago our chairman was visionary in bringing outlet shopping to Europe and creating more shopping choices for our consumers.”
WARL were the creative agency behind the campaign with 7Stars managing the media buy in the UK, Zenith Optimedia managing the media buy in Italy and Mediateam360 in Germany.
McArthurGlen’s network of over 900 brand partners include premium fashion labels such as Armani, Burberry, Coach, Dolce & Gabbana, Gucci, J Crew, Polo Ralph Lauren, and Prada.
Music Business Worldwide
