Jean-Michel Jarre signs the new sound identity of HSBC
This collaboration was born following an initiative of My Love Affair. This music marketing agency based in London and founded by David Guetta and his former wife Cathy specialized in product placement in music videos. She also finds renowned musicians to become ambassadors of big brands like Will.i.am and Nescafé or Martin Solveig and Kia . It also organizes private concerts for companies. In July, Disneyland Paris will ask for the third consecutive year to plan an electronic music festival to appeal to 18-25 years of age who come less and less in the amusement park. My Love Affair wanted for several months to diversify in the creation of sound identity.
A logical union
It is by contacting major groups based in Britain that its leaders have woven their first links with HSBC. "We thought it was important that we find someone known and we identified four or five names," says Raphael Aflalo , the general director and co-founder of the agency and friend of Guetta " Jean-Michel Jarre quickly appeared to us as the ideal talent because its statutory and iconic status is perfect for a bank, and its renown in Asia as well as its companion who is a great Chinese actress was perfectly suited to an institution that is very present on this continent.
The boss My Love Affair, who met two years earlier the composer of "Oxygene" and "Equinoxe" thanks to David Guetta, made him a collaboration offer in June 2018. "It was a bet because Jean- Michel had never agreed to work for a brand before but he immediately said yes, "admits Raphael Aflalo " He had just finished his new album and had free time in August. The idea at the beginning was to compose a jingle of two or three seconds but this project quickly gained momentum ". The artist-composer has indeed chosen to use the same melody to create seven distinct thematic pieces in order to adapt to the 66 markets in which HSBC operates. The shortest mood is 57 seconds and the longest is 12 minutes and 36 seconds long. There is one version for airports, another for stadiums and another one more suited to the Asian public.
The sound to build an identity
"In a world where our audience is busy and distracted, sound is an increasingly important part of building a brand," says Andrea Newman , HSBC's Global Brand Director. " Having a distinctive sound that's going to in combination with our visual identity and logo, we are easily recognized wherever and whenever our customers interact with us. We are delighted to have partnered with Jean-Michel Jarre, who has created a sound identity that will work in the many countries in which we operate."
This partnership with the pioneer of electronic music who has sold more than 80 million records worldwide should not stop there. " We asked him to compose small sounds that we can hear by clicking on HSBC applications or by withdrawing money from his vending machines," reveals Raphael Aflalo "It will be one and only note and there will be ten separate signatures".
Source:
http://www.influencia.net/fr/actualites ... ,9021.html
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Concerts attended:
Théâtre Marigny, Paris - 2007
Symphony Hall, Birmingham - 2008
RAH, London - 2008
Wembley Arena, London - 2009
NIA, Birmingham - 2009
POP Bercy, Paris - 2010
NIA, Birmingham - 2010
O2 Arena, London - 2010
Zénith Aréna, Lille - 2010
Port Hercule, Monaco - 2011
TUI Arena, Hannover - 2011
Festival International de Carthage - 2013
Barclaycard Arena, Birmingham - 2016