Intel & Gaga Activative Recording Academy / The Grammys Partnership

The Consumer Electronics Show (CES) in Las Vegas, Nevada, seems an unlikely place to kick off a music sponsorship campaign, nevertheless that’s just what Intel did when it activated its Grammys sponsorship via a teaser video for a mysterious music campaign revolving around Lady Gaga.

In the middle of Intel’s CES tech innovation keynote presentation, it rolled out the first intriguing creative within its latest Grammy Awards campaign in tandem with the Grammy Award-winning artist, musician and actress (and former Polaroid creative director) and her Haus Of Gaga production team.

In a foreboding short film sees Gaga hint at some form of tech-enhanced, audio-visual performance piece and intone: ‘With the arsenal of the world’s leading technology at my fingertips, I now have the ability to invent the un-inventable’.

The film was simultaneously posted on Intel’s YouTube channel where it is simply billed as ‘Lady Gaga for the 58th Annual Grammy’s 2016 Advertising Campaign by Intel’

Shot in a bleak cement warehouse, the video sees Gaga emerge from a cube in a striking white gown.

The promo sees the eccentric artist explain how art and technology are one in the same.

‘Our partnership will culminate with a performance that inspires to remind the world of the seed of innovation, the wizard behind the curtain, the mind behind the machine,’ says Gaga.

The ‘Born This Way’ singer and the tech giant are teaming up to enhance how music is delivered – but the core campaign and any initiative, service or product it might promote, remain a mystery.

Intel and the Haus of Gaga will unveil a collaboration at the The Grammys on February 15. pic.twitter.com/nm3uqTzJCW

— Music News & Facts (@musicnews_facts) January 6, 2016

Lady Gaga collaborates with Intel on a mysterious project to be revealed at the 2016 GRAMMYs https://t.co/RYaSzkAoCI pic.twitter.com/MRF9DUTHlf

— Lady Gaga (@gagamonster96) January 6, 2016

What is clear is that Gaga will be the first of several, as-of-yet unnamed, musicians to work within the initiative campaign.

All will share ‘the goal to bring technological innovation to the forefront so people can see, engage and be amazed by the evolution of technology in music’ according to Intel CEO Brian Krzanich.

Intel’s new multi-year partnership deal with The Recording Academy, the body behind The Grammys, will evolve as the 15 February awards broadcast draws closer.

The sponsorship will be part of The Recording Academy’s official ‘Next Generation of GRAMMY Moments’ initiative to bring technological innovation to the program so people can see, engage and be amazed by the evolution of technology in music

Thus linking with Intel’s own mission to inspire, create, invent and explore.

Comment

Intel clearly sees Gaga has an endorser with global reach and a creative partner who shares synergies with the brand based around ‘future innovation’.

Since her debut, Gaga has always pushed the creative boundaries and blends music with fashion, art and other innovation silos.

She also, invariably, comes with added shock factor that looks sure to boost awareness of the collaboration.

Intel may also be pairing up with her to support Gaga’s recent anti-online harassment campaign later this year – called ‘Hack Harassment’ and which aims to ‘provide safer, more inclusive online experiences’.

Launched at #CES2016, #HackHarassment aims to provide safer online experiences. Join today: https://t.co/fjPLEx72fH https://t.co/7pfjsPZ9R6

— Intel (@intel) January 9, 2016

An activation approach taken by brands such as Dove at last year’s Oscars (see case study) and by Coca-Cola at last year’s Super Bowl (see case study).

Gaga’s previous corporate collaborations include a multi-year, strategic creative director partnership with Polaroid back in 2010.

Intel is now one of three technology partners at The Grammys (the others being AMV Digital Media and Akamai HD Network), while the event’s primary partners include MasterCard, JBL, Hyundai, Hilton, Delta, Covergirl, Olay, Pantene, Crest, People, Aflack, Westwood One and Ciroc, while the fashion partner is Gucci..

The Grammy’s own promo video for the 2016 ceremony in partnership with broadcaster CBS rolled out on 15 December

Links

Intel Website:

www.intel.com

Intel Facebook:

https://www.facebook.com/Intel

Intel Twitter:

https://twitter.com/intel

Intel YouTube:

https://www.youtube.com/user/channelintel

Intel Pinterest:

https://www.pinterest.com/intel/

Intel Google+: