Droppin Science
Droppin Science with Mark Ronson: Creative Planning and Content Strategy
challenge
Launch the home wifi connected speaker system, SoundTouch, to a global audience ahead of the major fall and winter buying seasons. SoundTouch, a competitive product to Sonos speakers, has multiple presets for your favorite music and the ability to connect the system throughout your home.
Insights
Soundtouch can deliver all your music to effortlessly flex with your tastes, moods, and moments. To launch a new product combating an established competitor, we felt it would be necessary to lead with a prominent music figure who embodies several filters that align with the brand and product attributes.
Diverse musical backgrounds and tastes.
Global appeal and connectivity, especially in US and EU markets.
Well respected creator or educator of music: songwriter, producer, or musician.
The last filter is where we had fun. Bose has its roots in education so we wanted to take an academic approach to delivering this content. It wasn’t going to be your typical product launch videos. We wanted to create a series to explore genres of music. I led the strategy and co-managed the efforts to partner with Producer and Songwriter, Mark Ronson, who checked more than a few boxes. Our concept and communications brought to life his passion of ‘create digging’ turning those finds into inspiration for his craft. SoundTouch became a modern way for Mark to give viewers a Masterclass in genres and the artists who defined them.
Additional challenge, convince my Creative Director to send the Planner on the shoot because this was going to be a once in a lifetime opportunity.
In Episode 1, Mark invites viewers into the world of House music explaining the history of the genre and his major influences.
Episode 2 takes viewers into the depths of Dance Hall music and the vibe that united genres like Raggae, hip hop, and jazz.
In what is my favorite episode, Mark shares the major influences Jazz Funk have on today’s hip hop music. Learn the sample behind one of rap’s biggest hits.
Get in to the roots of Soul in Episode 4.
Test your R&B history knowledge with Mark in Episode 5.
Where do you think the roots of Hip Hop started? Mark explores in Episode 6.
Spotify Playlists guided viewers and listeners through the inspirations, influences, and rare finds from Mark Ronson.
Where are we now?
Well first off, I successfully managed my way on that plane to London.
The Droppin Science, SoundTouch program launch received earned media pick up, significant social support, and was used in store locations as content to explore. With a little more support, this could have been the start of an amazing long term partnership. Unfortunately, Home Speakers as a category have stalled because of the introduction of Amazon Echo and Google Home. Their presence has commoditized the home speaker market and premium sound can be found in soundbars or home theater. Investing heavily was not the right move and both Mark and Bose live on as friends in memories.
An ongoing relationship with Mark
It’s true. I mean, I spent several days sitting on his couch, hanging out in his studio, and teaching him how to use a new product that he loved. We of course bonded. I was his Strategist, Producer, Interviewer, and even Creative Directed some of the shoot. In his studio, I marveled over his vinyl collection, the Platinum awards, and his shrine to Amy Winehouse. True or false: His 1960’s Fender Jazz Bass was played without permission.
Then, came the ultimate testament to a bond, he emailed me. His SoundTouch needed a software update. That’s right, I’m Mark Ronson’s IT Support. Well Craig Falzone is because he beat me to the punch, but for a minute there…we had something magical.
Some personal shots from set:
Roles:
Communications Planner, Producer, Writer, Brand Partnership Management
Notable Creds:
Art Direction: Kara Skandier
Copy: Craig Falzone
