BETC Paris Explains Polydor Partnership

Advertising agency BETC Paris is no stranger to a music venture having previously launched division BETC Music to work with clients such as Air France providing sound for a string of campaigns and event experiences for the agency. In December 2014, however, the department was replaced by lab agency BETC Pop, a new arm launched to shake up old advertising codes and draw together the worlds of entertainment and commerce with a focus on pop culture.

Last week, in a latest announcement from the agency, news emerged that BETC has now teamed with music powerhouse Polydor (Universal Music) to once again align its focus on the field, this time with a sole interest on scouting talent with a view to release music.

Building on its track record of collaborating with record labels in the past to help establish artists through advertising partnerships including Disclosure (for Lacoste), La Roux (for Armani), The Drums (for Peugeot) and Crystal Fighters (for Canal Sat), Pop Records will be run by Fabrice Brovelli, Christophe Caurret and Isabelle Tardieu (pictured, above).

With respective backgrounds in artist management, publishing and experience at labels, the founders will seek to challenge the traditional models of the music industry and below tell shots more about the venture and their plans for POP Records.

Do you think it’s important for an agency to be innovating in this way?

It’s the first step of a new evolution. These are the first steps. We think it’s necessary. It’s not important, it’s necessary.

How many people will work at POP Records initially?

On the record label it will be five, us three plus two more and we’ll work with the Polydor team.

And you’ve already worked with emerging artists under the BETC Music banner. Will you continue with those relationships or start afresh?

We’ll be looking for new and up-and-coming talent. Imagine you have an agency that launches a record label and works with artists that are already established, what will the people think of it? We think you know the answer, there’s no creative. We want to keep the spirit of BETC. We’re in a creative agency and are looking for creative artists. That’s our philosophy.

What are the differences of working with a record label compared with collaborating with brands?

In the past there have been real differences between these two sectors, the advertisers and record companies. But I think everyone wants to work on projects with good teams and put energy into it to achieve success. So with that it’s more cultural, you know? There’s less and less difference now.

And what about the artists and client for advertising?

The two things will remain independent. We won’t sign an artist because of a big brand or a project we might have in mind, we’ll sign them because they’re a good artist and we believe in them and he/she is talented based solely on their music as an independent product.

What’s the difference between that model and BETC Music signing someone when it was active?

BETC Music wasn’t signing artists as a record label. We were choosing some artists to use their music or have them create an original track to be used for advertising or branded content. At Pop Records we’re focussed on developing the talent and their music and maybe at some point that might be used in other areas.