KIDinaKORNERCreate will Pioneer a New Model for Integrating Music and Brands
Alex Da Kid, the multi award-winning producer, songwriter, director and founder/CEO of KIDinaKORNER, one of Interscope’s most successful emerging record labels, alongside WPP, the world’s leader in advertising and marketing services, today announced the creation of KidinaKORNERCreate, a joint venture to bring music to the forefront of marketing.
Headed by Da Kid, KidinaKORNERCreate’s unique approach to integrating music and branded content allows for both artists and brands to develop intimate relationships with new audiences they might not otherwise reach. KIDinaKORNER has been extremely successful at reaching and speaking to mass audiences, in particular Generation Y. With the support of WPP, this new partnership will continue on that journey with more resources and capabilities at its disposal.
Announcing the joint venture at the Cannes Lions International Festival of Creativity, Alex Da Kid said: “Music is extremely powerful and plays a very important role in people’s lives, connecting them to a moment that is uniquely personal. Unfortunately, it can often be the last thing to get attention when programs are being planned.
KidinaKORNERCreate offers a new model, bringing music to the forefront of every level of the creative process; planning, strategy and execution. This approach will create more substantial and meaningful engagement with the audience.”
Sir Martin Sorrell, founder and CEO of WPP, said: “Alex is not only a hugely successful producer, but a genuine innovator. The ability to offer clients fresh approaches in the world of branding and content is becoming increasingly important, so we couldn’t be more pleased to announce this exciting new partnership.”
KidinaKORNERCreate will be based in Los Angeles and will work directly with both brands and agencies to create the most exciting, bold and innovative programs possible.
This venture continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: technology, data and content. WPP’s other content investments include Refinery29, China Media Capital, Fullscreen, Indigenous Media, Imagina, Media Rights Capital, Bruin Sports Capital, The Weinstein Company and VICE. The Group’s digital revenues were US$6.9 billion in 2014, representing 36% of WPP’s total revenues of US$19 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next five years.
