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A Lion in five

This week, the Entertainment Lion for Music

Launched in 2016, the Music Lions celebrate creative musical collaborations and original music content. Entries will need to demonstrate original production, promotion or distribution of music for brands; work where a recording artist or platform is innovatively leveraged to communicate with consumers.

created on Thursday 2 Feb 2017

The Entertainment Lion for Music was the companion to the Entertainment Lion at Lions Entertainment in 2016. Use of music had been a popular category within other Lions for some years, but after much consultation with the music industry, it was decided the time was right for the music world to have its own Lion. The first ever Jury President for Music was Josh Rabinowitz, Senior Vice President and Director of Music at Grey Group.

Here’s a selection of entries from 2016 that have been chosen by our Entertainment Lions for Music specialist as good examples of music and creativity in action to a Lion-winning standard. 

The music video

See the full credits in the Cannes Lions Archive
Luminous Freedom by New Build 
It’s not just major label productions who enter the Entertainment Lion for Music, Indie music videos can also do well. This work was an unusual cross between the old Dutch Master style paintings and a collection of visual word games. 

The music and brand partnership #1

See the credits  in the Cannes Lions Archive
Target creates first ever live Music Video with Gwen Stefani by Target 
This live video stunt stole the Grammy’s awards show. In a bold move from a Target and Gwen Stefani, this brave collaboration saw the creation of a music video during the show’s commercial break.

The artist promotion 

See the full credits in the Cannes Lions Archive
Alan Walker ‘Faded’ by Sony Music Sweden 
This strategy saw the launch of an artist by engaging the super-influential gamer community. In just four months, 18-year old Alan Walker went from being an unknown gamer to a record-breaking artist. 

The technology

See the credits in the Cannes Lions Archive
Safe & Sound Music Player by LMG Insurance 
Music technology put to good use in this Silver-winning traffic safety app. 

The music and brand partnership #2

See the credits in the Cannes Lions Archive
Your future is not my future by Johannes Leonardo 
Music and brand partnerships don’t get much bigger than this. The song alone was a major hit but its connections with activity across other media channels helped cement this as a major brand and music tie-in. 

Browse the Entertainment Lion for Music in more detail on the Cannes Lions Archive, or if you think your work has what it takes to make the grade this year, visit the Awards Section.

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