This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Artist News Brands & Merch Business News Releases
Pot Noodle: The future of new music
By Andy Malt | Published on Thursday 4 February 2016
The year is 2016. I am now receiving press releases telling me that new artists are being launched with the backing of Unilever. I think we now only need the oceans to turn to blood and that’ll be the apocalypse.
London collective Raylo’s track ‘Winner’ was teased on a recent Pot Noodle advert, and now the Unilever-owned brand has collaborated with creative agency Lucky Generals and music firm Big Sync Music on the music video. The track will also be screened at shows on the ‘X-Factor’ live tour and hosted on Shazam.
Here are some words that Big Sync’s Lawrence Millar actually said: “When integrating an artist and brand collaboration, synchronicity is the key to success, and Pot Noodle, Lucky Generals and [Raylo’s label] Ultra Music have embraced this concept wholeheartedly. By incorporating the song from the TV ad into their wider marketing and messaging, and then fully supporting the commercial release in partnership with the artist and label, it gives Raylo the ultimate platform to launch and the best possible opportunity to break through”.
Lucky Generals founder Andy Nairn adds: “The whole Pot Noodle strategy is about ‘making it’. And helping launch this artist to the world via a bespoke music video for the Pot Noodle campaign is a perfect example of that”.
Perfect, yes. But where’s the obvious quote in this story? Don’t worry, this is what Pot Noodle’s Brand Manager Lena Portchmouth had to say about it all: “Building off the success of Pot Noodle’s ‘You Can Make It’ campaign, this music video is not only relevant to Pot Noodle’s target audience, it also allows us to create fantastic content in channels we know they engage with”.
I hope Raylo are having t-shirts made up right now with “relevant to Pot Noodle’s target audience” printed on them. Surely that is the goal of any true artist.
Anyway, let’s all watch this bloody music video and ponder the artistic merits of writing lyrics about being a winner and then getting your dinner from a pot:
