Rak'n'Roll Foundation Case study A CHARITY RECORD LABEL by 180heartbeats+Jung von Matt Warsaw

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A CHARITY RECORD LABEL

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Industry Charities, Foundations, Volunteers
Media Case study
Market Poland
Agency 180heartbeats+Jung von Matt Warsaw
Copywriter Tytus Klepacz, Adam Marzec
Designer Mariusz Czepiec, Zbigniew Flakus
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of music Silver
Branded content & entertaiment lions Branded Entertainment; Best integrated content campaign Bronze

Credits & Description

Category: Best use or integration of music
Advertiser: RAK 'N'ROLL FOUNDATION
Product/Service: RAK'N'ROLL RECORDS
Agency: 180HEARTBEATS+JUNG von MATT Warsaw, POLAND
Digital Production Director: Jan Szarras (180heartbeats+Jung V. Matt)
Assistant Account Executive: Paulina S?ota (180heartbeats+Jung V. Matt)
Account Executive: Jolanta Mazurek (180heartbeats+Jung V. Matt)
Designer: Zbigniew Flakus (180heartbeats+Jung V. Matt)
Designer: Mariusz Czepiec (180heartbeats+Jung V. Matt)
Copywriter: Tytus Klepacz (180heartbeats+Jung V. Matt)
Copywriter: Adam Marzec (180heartbeats+Jung V. Matt)
Concept Director: Tytus Klepacz (180heartbeats+Jung V. Matt)
Concept Director: Adam Marzec (180heartbeats+Jung V. Matt)
Creative Director: Miko?aj Sadowski (180heartbeats+Jung V. Matt)
Art Director: Miko?aj Sadowski (180heartbeats+Jung V. Matt)
Describe the campaign/entry
There are no specific regulations around Branded Entertainment in Poland.
Results
Rak'n'Roll Records was launched on October 15th with an online store, banner campaign, posters and TV spots. All the major radio stations started playing our songs in mono, inviting listeners to purchase the stereo versions at our online store. Since then our artists are featured in many radio and TV talk shows. Many Polish celebrities shared the playlist on social media. Rapper ?ona created a video supporting his premiere single, available only in Rak'n'Roll Records. Music video to "Chce Ci Da?" by DonGruralEsko was broadcasted by MTV in mono. Our exposition at the European Music Expo in Warsaw in November connected fans, artists, label executives and media. We also introduced our first physical EP - a debut of a punk rock band Holden Avenue. In March, we started a nationwide tour with our artists. Artists still donate their tracks - we sign contracts and release new content every week.
Songs and music videos from our label were played in mono on the radio, TV and online. People could experience musical mastectomy in mono in various media and then recover their favourite tracks by purchasing them in stereo for 1 Euro/a song.
In just three months, with over a hundred bands on board Rak'n'Roll Records went from a charity brand to the biggest independent record label in Poland.
So far, the idea reached over 30% of Poles and generated €200 000 worth of free publicity. Artists donate their songs - every week we sign contracts and release new content.