Handing Tier 3 Auto the Keys to Rising National Music Stars

Submitted by Russ Hallauer
April 4, 2019 / 12:26 PM

“Rock 'n' roll was born in an automobile and given its sound by the road.” – The New York Times

Cars and music just belong together. Just as people can have an emotional bond with certain music, the same can be said with their cars. From Bob Seger’s “Like a Rock” in Chevrolet commercials in the 1990s, to Cadillac’s use of Led Zeppelin’s “Rock n’ Roll” in the early 2000s, auto advertisers have been leveraging the special connection the right song can have with their target audience for quite some time now.

Collaborations between musicians and auto brands are more prevalent than ever for good reason. There’s an undeniable connection between cars and the power of music to engage drivers. However, these campaigns were typically reserved for the automakers’ national ad campaigns. Often tier 3 auto dealerships aren’t afforded the same resources and opportunities to license and leverage popular music to engage local consumers.

Until now.

As part of Comcast Spotlight’s Automotive Music Program, local auto dealerships can leverage hot new artists to truly tap in to the emotional bond consumers have with music. Comcast Spotlight has partnered with globally-recognized music companies such as Roc Nation, RCA Records, and Warner Music to create a diverse portfolio of solutions for tier 3 automotive.

How it Works

It’s all about synergy. Matching the right artist with the right auto brand is essential for a successful campaign. That’s why we carefully synced five different artists, categorized in genres ranging from indie rock to country, with auto brands that are aiming to reach the same crowd.

Comcast Spotlight films each artist and customizes a commercial specifically for tier 3 auto brands by using modular templates designed to align with any model, incentive, or dealer branding message. Vehicle footage, offer details, and dealer information can be customized based on dealer needs. The impact on tier 3 auto dealers has been clear. Here’s one testimonial from a participating dealer that leveraged Comcast Spotlight’s program to promote its truck category:

“Having this connection with music artists in our advertising is valuable. The exclusivity of having the artist and song is always attractive.”

  • Tier 3 Ford Dealer in Fort Myers, FL

Active Campaigns

Comcast Spotlight currently offers five campaigns for Ford, Nissan, Toyota, Chevrolet, and luxury brands such as BMW, Porsche, and Audi.

Here’s a look at some sample commercials from the five artists:

Artist: Weathers

Label: RCA Records

Genre: Indie Rock

Auto Brand: Toyota

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Los Angeles‘ Weathers are a stylishly cool indie rock outfit with a knack for driving, dancefloor-ready anthems. Their debut single “Happy Pills” was the most added song on alternative radio on its impact date and went on to receive the most adds for any new artist in the 2010’s. Their song “Happy Pills” peaked at #21 on the Billboard Alternative Songs charts.

Artist: Julian Lage

Label: Mack Avenue Records

Genre: Jazz

Auto Brand Category: Luxury (20 Brands Including Porsche, Audi, Cadillac, BMW and More)

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Julian Lage is widely considered to be one of the greatest living jazz guitarists. The subject of the award-winning documentary Jules At Eight, Lage received a 2017 Grammy nomination for Best Contemporary Instrumental Album and was a 2018 Independent Music Awards winner for Best Instrumental Album. Notable collaborations include Nils Cline (Wilco), Chris Eldridge (Punch Brothers), Gary Burton and John Zorn.

Artist: RaeLynn

Label: Warner Music Nashville

Genre: Country

Auto Brand: Ford

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RaeLynn came to fame as Blake Shelton’s protégé on The Voice. RaeLynn, whose debut single “God Made Girls” peaked at #7 on the Billboard US Country charts and is a RIAA-certified gold record, was recognized as one of CMT’s 2018 Next Women in Country.

Artist: The Wild Feathers

Label: Warner Music

Genre: Country Rock

Auto Brand: Chevrolet

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The Wild Feathers are a Warner Music recording artist based in Nashville, TN, whose single "The Ceiling" peaked at #7 on the Billboard Adult Alternative Charts. The Wild Feathers, who have toured with the likes Bob Dylan, Paul Simon, and Willie Nelson, released “Greetings From The Neon Frontier” in June 2018 and featured acclaimed producer Jay Joyce. With over 18 million overall on-demand streams, the band is currently touring in support of CMA and ACM award-winners Brothers Osbourne.

Artist: Victory

Label: Roc Nation

Genre: Soul, Folk

Auto Brand: Nissan

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Victory, the awe-inspiring Central Park singer who impressed Jay-Z, is now one of the brightest stars of his Roc Nation entertainment group. Her lead single “Open Your Eyes” was released last May, and her debut album “The Broken Instrument” was released in June. In addition to performing on Good Morning America and The Late Show with Stephen Colbert, Victory has toured with Ms. Lauryn Hill, Rodriguez, Lawrence, and Ravyn Lanae.

To learn more about Comcast Spotlight’s turnkey creative solutions featuring performances and music from today’s brightest rising stars, contact us.

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