BBC 'God Only Knows' Blockbuster Promotes Music Content & CSR

In a blockbuster music collaboration, October saw the BBC has rolled out a three-minute ‘God Only Knows’ music video, featuring no less than 27 musicians, to promote all of the corporation’s music content in a single ad for the first time.

The aim of the initiative is to highlight and promote the role the BBC plays across the diverse music landscape – as a broadcaster, a creator, a curator and a nurturer of new talent.

A linked CSR campaign strand also sees the track released as a single to raise money for the 2014 edition of the organisation’s annual ‘BBC Children in Need’.

The spot, created by agency Karmarama over the past two years, see writer and Beach Boy Brian Wilson link with other star names from Sir Elton John and Stevie Wonder, to Kylie Minogue, Chris Martin and Dave Grohl.

As well as One Direction, Paloma Faith, Brian May, Jamie Cullum and the 80-piece BBC Concert Orchestra.

The initiative sees all BBC outlets – from BBC Radio 1 and BBC Radio 6 Music to BBC iPlayer and BBC Radio Cornwall – will join forces to promote its music services for the very first time.

‘This is an exciting moment for BBC Music as we launch to a global audience. With the BBC Concert Orchestra at its heart and comprising an array of iconic music stars, from a wide range of musical genres, this ‘impossible’ orchestra is a celebration of all the talent, diversity and musical passion found every single day throughout the BBC,’ comments BBC music director Bob Shennan.

Art direction on the ad was carried out by Morgan Kennedy, Sarah Kane and Melissa Broker, while Sam Walker and Joe De Souza were the executive creative directors.

‘The God Only Knows campaign demonstrates the pulling power of the BBC with world-class talent and the huge diversity of genres that it supports,’ adds Walker.

‘It was unbelievable that so many artists agreed to take part and help us create a campaign that hopefully demonstrates the amazing power of music.’

Comment

This stunning musical extravaganza, whilst obviously not a sponsorship or traditional ‘paid-for’ partnership, is nevertheless a novel form of ,mutually beneficial alliance between the behemoth state broadcaster’s platforms and artists from right across the music industry

The BBC hasn’t produced such a blockbuster music campaign since its 1997 ‘Perfect Day’ promotion – its stunning corporate communication campaign highlighting the range of its music offering to TV viewers and radio listeners.

This previous initiative also revolved around a (four-minute) film opening with Lou Reed singing the first line of his Perfect Day track before handing over to an impressive line-up of giants from the music industry such as David Bowie and Bono, Lesley Garrett and even BBC Young Musician of the YearSheona White.