Gorillaz & Brand Partnerships

2D x Chelsea FC / Nike

Chelsea Football Club and Nike have joined up with 2D from Gorrillaz for a brand partnership. Gorillaz's inclusion of augmented reality (for those who aren't aware, Gorillaz is a band that has animated characters in the place of the members) is part of their package and has been since their debut. Although AR has substantially evolved since the Gorillaz debut, it clearly still has a place and a means of growth through the use of new technologies. 

After having met a person through the Shapr app that works within the area of global brand partnerships in the music industry, I have started taking greater notice of the music brand partnerships that are taking place. On a small scale or large scale these partnerships can lend exposure to fans of either "brand" involved. The opportunity for brand partnerships are growing, but, in some instances, they collaborations can seem to fans as "selling out," despite the fact that music careers are quite expensive to run on this scale. I have yet to hear any negative talk about the Gorillaz in their brand partnership endeavors, but there are likely to be artists that would be dealt harsher judgment. Yet again, I refer to brand partnerships as being an incredible opportunity for label, artist and brand.

Gorillaz premiered their own festival this past year, Demon Dayz, a day festival that took place in June. Demon Dayz is likely the influence for greater visibility through brand partnerships. Demon Dayz was live streamed on Redbull.tv which leads into another brand partnership Gorillaz have been a part of in recent months. 

Red Bull cans have been presenting an image of Gorrilaz on their cans as a feature in their partnership for Demon Dayz Festival and was released on the day of the festival. #RedBullxGorillaz was used to qualify fans via Twitter to "Demon Squad" (a communal title for fans) and enter them into a number of giveaways.

Photo from: http://barmagazine.co.uk/red-bull-creates-limited-edition-can-gorillaz/

Red Bull has done a bang up job of assisting consumers in seeing them as a cool brand. From King of the Rock (Red Bull partners with GoPro annually for a street one-on-one basketball competition that initially was featured on Alcatraz) to Red Bull's Flugtag events (this you will just have to search on youtube), Red Bull has become more than an energy drink brand; they have become a lifestyle brand. Part of the reason is their involvement with sports and events, which involves a substantial number of brand partnerships.

Red Bull is a brand that has done a splendid job with securing and executing plans of these brand partnerships. However, as far as music is concerned the Gorillaz seem to be taking use of the opportunities to team up with trusted brands.