EMI Music and Diageo team up - Licensing.biz

EMI Music and Diageo team up

Firms team up to launch the definitive collection of music used to advertise Guinness.
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To mark the 250th anniversary of the signing of the lease by Arthur Guinness on the famous St James’s Gate Brewery, EMI Music has teamed up with Guinness owner Diageo to release Guinness 250 – Music from the TV ads.

The album features 17 of the most memorable tracks used to advertise the drink.

The release next year marks the start of a new partnership between the two companies through which they will develop new music-based projects across Diageo’s brands in Europe and North America. This is the first time the licensing group has struck such a partnership with a music company.

Music has been at the heart of the many Guinness advertising campaigns in recent years and the track-listing reflects the quality and eclecticism that has been behind the music selection.

Artists featured on the album range from Dusty Springfield, Dionne Warwick and Al Jolson to the Jesus and Mary Chain, Leftfield and Future Sound of London.

Graeme Rogan, EMI UK’s senior director of new channel development said: “We're very excited about this partnership with Diageo and Guinness, which is an example of how EMI plans to open up new channels and routes to market for our artists and music.

“Our aim is to proactively enter into strategic partnerships with global brands, such as GUINNESS and develop additional revenue streams for the benefit of all parties.”

David Berry, Diageo’s licensing director commented: “With music consumption over-indexing with the Guinness consumer, I am confident that the EMI collaboration will play its part in driving further consideration for the Guinness brand whilst extending the brand’s global reach as we enter the 250th Anniversary year of the St James’s Gate lease in 2009.”

The album will be released through EMI Music’s catalogue division on February 23rd in the UK, US and a number of countries in Europe still to be confirmed.

Guinness 250 – Music from the TV ads track-listing is as follows

1 Guaglione - Perez Parado
2 The Look of Love – Dusty Springfield
3 Do you Know The Way To San Jose – Dionne Warwick
4 The Story of My Life – Michael Holliday
5 On Top Of the World – Al Jolson
6 Mambo No. 5 - Perez Parado/Reorchestrated by Air Edel
7 Sing Sing Sing – Louis Prima
8 Mic Christopher - HeyDay
9 We Have Explosive – Future Sound of London
10 Just Like Honey - Jesus and Mary Chain
11 Phat Planet – Left Field
12 Concrete and Clay - Unit 4+2
13 Land: Horses - Patti Smith
14 Blitzkrieg Bop (live) - The Ramones
15 The Pixies - Isla De Ecanta
16 Spanish Dance, Op 37 No.6. – Enrique Granados.
17 Mr Blue Sky – ELO

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