Radio Industry Releases Next Wave of 'You Hear It Here First'
Commercials
March 2, 2005
[AUDIO CLIP FOLLOWING ARTICLE]
WA****NGTON -- Following the success of its recently launched $28
million advertising campaign, "Radio. You Hear It Here First," the
radio industry is unveiling another wave of commercials promoting the
medium with additional spots that underscore radio's role in breaking
new music.
The commercials were created by the award-winning agency DeVito/Verdi
in New York.
The new emerging artist campaign is unscripted and gives each of these
talented up-and-comers airtime to use as creatively as they like. The
results range from The Bravery's Gregorian-like chant intended to calm
morning commuters to Blue Merle stumping to have a violinist named
I****ba**** join the band as its fifth member. Brooke Valentine uses her
time to call an old friend who seems to be miffed by the singer's
rising popularity. Julie Roberts recounts how she had her demo played
for her boss, who just happened to be the president of a major record
label in Nashville.
The first wave of commercials that featured superstars Avril Lavigne
and others involve the artists reciting a series of accomplishments and
milestones achieved only after being discovered on the radio.
"One of the patently false criticisms circulated about radio in recent
years has been that stations no longer discover new artists," said
David Field, President and CEO of Entercom Communications. "Nothing
could be further from the truth. Last year alone, radio broke 1,000 new
artists. By featuring new, up-and-coming talent, this next wave of
spots drives home our message that radio takes chances and unearths
tomorrow's stars."
The spots begin airing this week across the country on thousands of
radio stations that have committed to this unprecedented effort. The
spots are expected to run for the remainder of the year on
format-specific stations across the country. Nearly all major radio
companies including Bonneville, Clear Channel, Emmis, Entercom, Greater
Media, Infinity, Regent and Susquehanna have agreed to air the spots
throughout 2005.
"These commercials remind listeners that radio is an organic and
spontaneous medium that constantly surprises listeners with new,
compelling and previously unheard content," said Jimmy Steal, senior
vice president of Programming for Emmis.
--- end
Source: http://www.prnewswire.com
Avril's radio spot can be heard here:
http://www.avrilramonalavigne.com/viewtopic.php?t=97
|
