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Diesel - Interactive Music Video
Anomaly's latest work for Italian denim brand Diesel features an interactive music video, a record label, and an online user-generated catalogue.
PG / Josep Xorto is the first artist to sign with the newly formed collective, Anomaly Music Group. It's intended to be part-label, part-management, part-publishing, but redesigning what each means and how they work together, by gathering instead a group of individuals (one from each discipline, including the artist) who then all jointly share the IP in any given artistic output, in return for their time and expertise in finding new ways to gain exposure and revenue for all the represented artists. This collective will handle all management, licensing, syncing, admin, publishing and promotion, using new business models and the power of the web, then distributing the proceeds. The track can be purchased at www.ahundredlovers.com.
The first Anomaly Music project, for Diesel, combines a number of briefs into one. When asked for a number of ideas to help a) demonstrate a real brand behaviour that supported Anomaly's new Be Stupid philosophy, b) feed into a site redesign, c) invigorate its approach to social media, d) integrate Be Stupid with Diesel:U:Music and e) find a better way to handle product online, Anomaly returned with something designed to deliver all briefs in one: an online music video, which would star creative people who were real fans of the Be Stupid message and who had been recruited through social networks and diesel.com using an animated online manifesto for Be Stupid, offering them exposure to help them support their separate creative activities whilst at the same time supporting a new undiscovered artist (the singer Josep) all the while also promoting Diesel's new Spring/Summer catalogue.
This is all done via an interactive version of the video found on diesel.com which can paused, rewound and forwarded for use as a fully explorable browser of everyone's online profiles and the Diesel clothes they are wearing. Anomaly Music Group will then promote Josep and help him sell his work commercially.
