To break the stigma against stock music and encourage people to reconsider it as a viable artistic tool, BMG took the stage at SXSW and hosted a “new” concert series in front of an industry know for being critical - the creative industry. Posters and promotion around Austin made everybody think they were listening to up-and-coming talent, but what they didn’t realize was they were listening to stock musicians and stock music. The music they were loving, was actually the music they used to hate.
Press: Variety / Billboard / LBB // Recognition: Cannes Lions Direct Shortlist