Tracks & Fields Starts Culture Partnerships Division and Partners with COLORSxSTUDIOS

Tracks and Fields is a leading music company for sync, music consultation and production, with a deep understanding on the importance of culture and how it can shape and be shaped by advertising. When it comes to music, the right track, genre and artist at the right moment can help create desired impact, resonate with the audiences, increase consumer engagement and sales.

In the ongoing quest to provide clients with new, exciting and creative music opportunities, Tracks & Fields is happy to team up with COLORSxSTUDIOS for a Culture Partnership and now exclusively represents its portfolio — both existing and upcoming — for global licensing and creative opportunities.

COLORS is a pioneering tastemaker platform known for showcasing emerging artists and future stars in a distinct aesthetic style that is recognised worldwide. With nearly eight million subscribers on their YouTube channel and hundreds of millions of streams each year, their minimalist yet tasteful visuals and signature single-colour backdrops make them a unique channel laser-focused on musical talent, featuring artists from across the globe.

The combination of rising stars and a direct-to-consumer platform is distinctive to the marketplace and the channel has served as a springboard for music careers from now-recognised global superstars such as Billie Eilish, Doja Cat, Tyla or very recently Shaboozey. Without COLORS' input, many artists may have not broken out into the mainstream. 

Tracks & Fields and COLORS are two Berlin-headquartered companies with fingers on the pulse of the best music, cultural shifts and relevance as well as dialoguing with communities, so this partnership comes naturally.  Both companies play off each other’s strengths, identifying trends and rising stars before their buzz, and, most importantly, finding ways to integrate those into era-defining campaigns and creative projects. 

This doubles down on Tracks & Fields' strategy to help brands to not only continue finding the right music and elevating their campaigns but also for them to remain relevant, authentic and trend-setting when interacting with their audiences through music. As for the collaboration it brings fresh, innovative ways to interact with communities through musical experiences —  especially at a time when brands are not only engaged with pop culture but also help shaping it at lightning speed. 

The Power of Music for Brands

Music has a powerful role in shaping cultural identity and relevance, with a great ability to increase consumer engagement and loyalty by building genuine connections with the audience. In this context, identifying rising artists and song trends early is a key to staying ahead. 

More than ever, campaigns are featuring artists, licensing songs and incorporating viral trends to boost engagement and to resonate to their communities, tapping at where the consumer attention is at the exact time in which these conversations and trends are happening. 

Tracks & Fields has been fortunate to be a part of the Mercedes Benz EQS campaign with The Weeknd featuring the single “Blinding Lights’’ - a bespoke song for the campaign that became one of the world’s top hits - showing the importance of staying ahead and helping shape culture. 

Another campaign example by Tracks & Fields heavily involving music is Volkswagen’s Taigo, targeted at millennial young-at-heart buyers. T&F proposed and collaborated with three up-and-coming artists, Chris James, Yugen Blakrok and Gheist to create specially-made music videos with each individual artist in the genres of indie-pop, electronic and hip-hop. In their own words, “Instead of developing just another car ad that nobody is going to watch, we wanted to hit the zeitgeist and deliver authentic branded content.”

As a result, VW gave complete creative freedom to three music artists to create music videos incorporating the new car, while distributing the tracks across Spotify, YouTube and Instagram. This helped to connect Volkswagen with a younger generation and the collective three videos reached over half a million views on YouTube, 19.6 million digital impressions in the first week alone.

The recent Levi’s campaign with Beyonce is a great case of a marketing campaign that used music to resonate with the audience and increase engagement. After the release of her country album Cowboy Carter, “Levii’s Jeans” featuring Post Malone was a notorious success and the album itself broke several records. All of it consequently also increased the sales of Levi’s jeans and culminated in the brand’s revival of its iconic 1985 Laundrette ad, this time inviting Beyoncé herself as the protagonist - something the audience was already suggesting - becoming one of the most talked about topics when it dropped. 

This is a great example of a brand understanding the impact of popular music and leveraging it back into the marketplace. In the first 48 hours alone, the campaign reached $5 million in media impact value. Now Levi expects that by the end of the year, its women’s business will bring in $2 billion in sales, with an 11 per cent increase in the last three months alone. 

Creative Opportunities

With this new partnership, Tracks & Fields gains exclusive access to all of COLORSxSTUDIOS' Portfolio of current and future stars, available for one-stop licensing for the first time, as well as its alumni artist roster for head-turning collaborations for music-driven brand campaigns.

Backed by audience insights and expert selection, Tracks & Fields provides a new exciting opportunity for brands to interact with one of the most exciting movements in music culture and appeal to one of the most interesting demographics for marketeers: trend-conscious youth, cultural pioneers and global tastemakers. 

Tracks & Fields Culture Partnerships provide brands, agencies, film productions and directors with the tools to be ahead of the game with the communities they want to reach while tapping into the power of music to create memorable and genuine experiences. It’s about co-creating the cultural moments of tomorrow, today. 

Ready to explore how Culture Partnerships can transform your projects? 

Reach out to us at colors@tracksandfields.com and arrange a call to discuss opportunities for collaboration, syncs and access to unique musical talent. 

Finally, to get a taste of what’s possible, dive into our curated playlist featuring the T&F team’s favourite COLORS sessions!

Find the full playlist here.