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August 24, 2022
Paramount Global has partnered with adidas to launch a new music series, MTV ORIGINALS. Launched on Aug. 24, the exclusive music series will give different artists, Bow Anderson, Che Lingo and Self Esteem, the chance to reimagine the iconic Queen track Radio Ga Ga, with inspiration from song creator, Roger Taylor.
Produced by Velocity International, Paramount’s branded content studio, alongside MediaCom U.K., the series will appear on the MTV U.K. YouTube channel as an extension of the adidas Made Originals campaign. Inspired by and remixing the past while creating the future, the campaign aims to define a new age of originality as the brand celebrates the trefoil’s 50th anniversary.
During MTV ORIGINALS, Bow Anderson, Che Lingo and Self Esteem will have exclusive access to Abbey Road Studios, which has been home to artists from The Beatles to Frank Ocean and Little Simz. As adidas’ official global recording studio partner, Abbey Road Studios’ recording and mastering engineers will work alongside each artist to deliver their own unique cover of Radio Ga Ga, with the guidance of Roger Taylor, Queen’s legendary drummer and the song’s writer.
“Our partnership with adidas to launch MTV ORIGINALS will not only provide an incredible platform for some of the industry’s most acclaimed new artists, but it will also create a new opportunity to connect with fans around the world, further demonstrating our position as cultural innovators,” says Lee Sears, executive vice president, head of Velocity International, and general manager, international events, digital, ad sales and integrated marketing, Paramount Global. “MTV ORIGINALS is one iconic track with three original takes and a format with great potential to travel across platforms, thanks to its versatile nature and engaging content suitable both for online and social platforms and for linear.”
“MTV ORIGINALS is the perfect example of Paramount’s ongoing commitment to elevating the next generation of music superstars,” says Bruce Gillmer, president of music, music talent, programming and events, Paramount and chief content officer, music, Paramount+. “We are thrilled to partner with adidas to provide these fresh, diverse voices an opportunity to showcase their creativity and artistry on a massive global scale.”
“When we think of musical icons, they don’t come much bigger than Roger Taylor,” says Chris Walsh, vice president brand, adidas North Europe. “Unlocking Radio Ga Ga for this exciting new generation of artists to reimagine as their own for our ‘Made Originals’ campaign is exactly what adidas Originals is all about – inspiring people through the past to create the future. Our partners at MTV, Paramount and Abbey Road provided us with the ideal stage to define a new age of originality.”
“MTV ORIGINALS hits all the right notes; it magically combines a cracking creative format that perfectly aligns to what adidas Originals stand for,” says Claire Prince, head, branded entertainment, MediaCom U.K. “MTV’s music acumen and positioning among young audiences made them the perfect partner to bring the exclusive access to Abbey Road Studios and Roger Taylor to life. This is a winning combination of two iconic brands collaborating to make a standout series, cleverly using an instantly recognizable track to celebrate the past while creating the future through these break-out musical talents.”
The series will feature three episodes for each artist, totaling nine episodes: a hero episode, a live performance music video and a lyric music video. Episodes will drop on MTV U.K.’s YouTube channel and be available for audiences worldwide, along with exclusive behind-the-scenes content that will live across MTV’s YouTube, Instagram, Facebook, Snapchat and Twitter channels. Each music video will also air on the linear channel, MTV Music, in the U.K.
Paramount is exhibiting at Brand Licensing Europe 2022. Find out more info here.
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