Lotus F1's Music Partnership With Columbia Records

The new Formula One season roared into action in Melbourne last weekend with a victory for Kimi Räkkönen’s Lotus, which must have been music to the ears of Columbia Records which has signed a season-long sync deal with the team.

This innovative partnership will see Columbia provide free regular streaming playlists on the team’s new www.lotusf1 website, as well as bespoke Columbia CDs and vinyl products, music guests and live Lotus F1 performances throughout the season.

Columbia’s iconic ‘Walking Eye’ logo features on the team’s E21 bodywork, while a library of Columbia CDs is placed in the team’s hospitality spaces through race weekends.

The first playlist from this collaboration – ‘The Sound Of Lotus F1 2013 – March Edition’ can be found on Spotify here.

It includes ‘I’m Shaking’ by Jack White, ‘Lonely Boy’ by The Black Keys, ‘Wreckin’ Bar’ by The Vaccines, ‘Waves’ by Electric Guest and ‘Beach’ by San Cisco.

Indeed, Australian band San Cisco also posted congratulations message and video to Lotus on winning the race on its own Facebook page.

Agency Platinum Rye worked in tandem with Sony Music’s Synchronisation department on developing the details of the partnership.

‘This is a fantastic partnership for Lotus F1 Team and another brick in our communications activation plan,’ says Lotus f1 Team Principal Eric Boullier.

‘For the past two seasons, we have demonstrated our love of music and our capacity to reach a brand new audience through our press releases featuring song titles, our app with Linkin Park and our CD compilation.’

‘To partner with Columbia Records and to have access to their impressive line-up of performers is superb for us. We are looking forward to showcasing Columbia’s artists in exciting and innovative ways and bringing a musical edge to the paddock in 2013.’

Mark Terry, co- managing director of the Columbia Label Group, said: ‘From our first meetings with the Lotus F1 Team it’s been obvious that they have a great commitment to a music strategy that will be hugely beneficial to Columbia and our artists as well as the Lotus F1 family.’

‘We have some exciting activations planned and it’s going to be a thrill to see our iconic label on the E21.’

Another new Lotus team partner who will be delighted with the season opening win will be Unilever’s SureMen anti-perspirant brand. Which, to coincide with the new season, has launched a new range with packaging that features the team’s logo and marketing showcasing its Lotus sponsorship to coincide with the new 2013 season.

A further £4m marketing push that will include TV, digital, outdoor and experiential activity is expected in May, as Unilever aims to leverage its Lotus F1 sponsorship rights to help achieve double digit sales growth.

Comment

This original link sees the world’s oldest record label partner with one of the world’s most famous racing teams to make music together.

This kind of innovation, mutually beneficial partnership tends to stick out in F1 as so many of the sport’s partnership deals rarely think past the usual ‘eyeballs versus sponsorship fees’ equation

For the moment this is a unique relationship which could see a slew of innovative action strands and collaborations.

Although, with all the spying and copying and mimicking that goes on amidst the F1 circus it is rare for any one team in the F1 circus maintain a unique innovation for long.

So no one shouldn’t be too surprised to see rival record labels link with other F1 teams in the near future.

Links

Lotus F1 Website

http://lotusf1team.com/

Lotus F1 Facebook

http://www.facebook.com/TeamF1Lotus

Columbia Records Website

http://www.columbiarecords.com/

LotusF1 Spotify

http://open.spotify.com/user/lotusf1team/playlist/1h5co4rPk9JWvObTEbR5ny

San Cisco Facebook

http://www.facebook.com/sanciscomusic