Just heard the new single from Florence + the Machine’s new album and totally into it.  It’s a great tune that’s turned me on to the artist. I’ve heard her name before but never cared to check her out. Gotta love hearing a song randomly and being driven to find out more.

Anyways, while I was watching the video I noticed in the comments how someone picked out the “Piaget” watch in the video.  I didn’t even notice until they pointed it out. I dug a bit deeper and found the band had partnered with the watch company for the new video for the “Shake it out” single.

As a match between artist and brand, this seems like a good fit. It has taste and doesn’t discredit the artist really… in my opinion.  It works and adds to the feel of the video.  Music videos of this calibre still cost some dough, so Piaget saw an opportunity for branding with the band and helped fund the video.  It must be paying off already, as I’m blogging about it and the video has passed a million views within a week of release.

P.S .Version 2 of The New Rockstar Philosophy will be out incredibly soon.  The Italian version is published and DIYgigs.com will be re-launched very soon with thousands of contacts. 

Music Consciousness
Hoover