Alex Da Kidd and WPP to bring music to the forefront of marketing
KIDinaKORNER founder Alex Da Kidd has teamed up with advertising giant WPP to launch KidinaKORNERCreate, a joint venture aiming to put music at the forefront of marketing.
A successful producer, songwriter and director Alex Da Kidd has developed one of Interscope’s most successful emerging record labels by integrating music and branded content to allow both artists and brands to better relate to their audiences, particularly Generation Y.
Da Kid commented: “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.”
WPP founder Sir Martin Sorrell added: “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 was announced at the Cannes Lions Festival of Creativity and will be based in Los Angeles.