There's a reason why it's so difficult to get your music off of Grooveshark: it's worth millions in advertising revenue! Case in point: Mercedes-Benz, which is now a top-level, marquee advertising client for Grooveshark. This is a premium campaign that involves ad wrap-arounds, an ubiquitous branding presence, exclusive music releases, and most likely, a truckload of money.
If you're a Grooveshark user, you've already experienced the super-saturated, top-level advertising blitz. And, you're undoubtedly aware that Mercedes-Benz has a shiny, brand-new 2012 C-Class Coupe on the market, thanks to a campaign that officially started two weeks ago. It's a nice car, and Grooveshark offers the perfect demographic: young, hip, aspirational, and sometimes, quite wealthy.
Now, Mercedes-Benz is taking its advertising relationship with Grooveshark to another level, thanks to a remixing partnership that involves Indaba Music. "To advertise the new Coupe, Mercedes partnered with Grooveshark and Indaba Music to approach some of our community's greatest to create an album of custom remixes," an Indaba executive blogged this morning. "Acting as a global production house, Indaba Music reached out to a handful of members to work on material ranging from Metric to never before remixed, Johnny Cash."
Specifically, the licensed Cash tracks were "Cry! Cry! Cry!" and "Walk the Line," and Grooveshark users voted for their favorite mixes. The just-released collection can be found here, and Grooveshark will also be releasing the tracks as part of an exclusive, joint album release with Mercedes.
That's the type of hand-in-glove branding that attracts engagement, and ultimately, purchases. And, this is no secret to Madison Avenue: advertising firm Razorfish was on the backend of this deal, and plugging Benz into one of the largest targeted music audiences online. "Over the past few months we've worked closely with the talented team at Razorfish to craft what we hope to be a successful promotion," shared Grooveshark Creative Director & SVP of Product Design John Ashenden.
Grooveshark now reports an active userbase of 35 million, and an active catalog of 15 million songs.
Ignacio Friday, November 18, 2011
How is this fair to the artists that make Grooveshark what it is?
Maxwellian Friday, November 18, 2011
Not sure how you can (a) dick over The Eagles (b) piss off Irving Azoff and (c) make millions from Mercedez in the same business model, but nice hat trick
WilliamS Friday, November 18, 2011
Methinks Mercedes just driveth into a pile of manure. Where are thou tip-tronic reverse with senso-trak? It is of the utmost urgency!
James Friday, November 18, 2011
"...and Grooveshark offers the perfect demographic"
Seriously? I rather get the impression that it's mostly used by people who haven't got $0.99 for a song, let alone $50,000 for a car
newm Friday, November 18, 2011
Exactly! Quite how you would come to the conclusion that people who use Grooveshark are often welathy I've no idea!?
Visitor Sunday, November 20, 2011
you're assuming that if someone can afford to pay for it that they will. of course we know this is not the case. rich people are capable of stealing just as much as poor people.
trouble Friday, November 18, 2011
I stopped using Grooveshark because of the advertising. proof that it is working well.
@alexcestewart Friday, November 18, 2011
Check out the executive quote.
Ov Saturday, November 19, 2011
Do the companies that provide PR services to Grooveshark realize on how many blacklists they are getting themselves on?
F.G. Sunday, November 20, 2011
Someone should e-mail this to Mercedes-Benz.
by the way Monday, November 21, 2011
Mercedes-Benz cars make for great barricades on the streets. They burn and burn for a long time.
kimora Monday, November 21, 2011
Wow, Grooveshark is about as sexy these days as the banks, Congress and -- er, the major labels! Haha -- you gotta work pretty hard to stink that bad...
Fuckers. Karma sucks.
OH -- and Razorfish/Mercedes Benz: be warned: you shouldn't associate with straight-up copyright thieves. Grooveshark fucks artists, plain and simple.
Visitor Tuesday, November 22, 2011
Spot the difference question for Mercedes-Benz.
I'd like a new Mercedes. But I can't afford one, so I'll steal one.
I'd like a new album. But I can't afford one, so I'll download it for free.
Same thing isn't it?
Stealing is stealing, it's wrong, dishonest, and illegal.
So why are Mercedes-Benz in cahoots with a bunch of sharks who steal music from the artists whose hard work goes unpaid?
_Fight back_ Tuesday, November 22, 2011
Hello from Berlin. Just wanted you guys to know we won't be renewing a license to Mercedes-Benz in early 2012, for 5 pop tracks they use online. When they come to ask for a renewal, we will just send them a link to this page, with the simple line - "want a license? Stop working with mafia setups".
tom smith Tuesday, November 22, 2011
I used to like Mercedes Benz. Thought they were cool, had a conscience, represented the things I like. I guess not.