VIDEO: Mark Ronson and James Eadie on Coca-Cola's 'Move to the beat' campaign

Mark Ronson: stars in Coca-Cola Olympic ad
Mark Ronson: stars in Coca-Cola Olympic ad

Marketing talks to music producer and DJ Mark Ronson and James Eadie, Olympic portfolio director at Coca-Cola GB, about about music, the brand, and engaging teens.

At a Coca-Cola press launch yesterday, Eadie said that music is a "fantastic passion for Londoners and teens in particular".

"This is a great opportunity for us, it’s not just about London but about our global campaign that will take music and fuse it with sport in an innovative way that will go out there and engage with teens around the world."

Ronson told Marketing he was "taken aback" when chosen by Coca-Cola to produce the track. He said it doesn’t matter whether artists make music through brands or record labels: "At first it’s easy to be cynical and say that it’s a branding thing, but I think all that stuff went out the window five or six years ago when The Clash finally licensed ‘London’s Calling’.

"I just was part of this documentary called the ‘Music Regeneration Project’ where it was myself, Skrillex, DJ Premier and a couple of other people, and we got to go out and make music in different genres. It was backed by Hyundai but at the end of the day, who else was going to foot the bill for me to go down to New Orleans and make a song with Erykah Badu?

Ronson added that recording and releasing a track through Coca-Cola is no different to recording with a record label: "As long as the music that you make is good and you’re not compromising the level of the material, who cares whether you’re making it for Columbia, Universal or Coca-Cola?"

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer