The genius gift BMG & Dope Lemon sent out to the industry
A 24K gold-dipped rose in full bloom, sent to select music industry professionals around Valentine’s Day, is more than just a thank you. It’s excellent marketing for Dope Lemon.
Sent this week to key contacts in the industry who have shown Dope Lemon love over the last 12 months, the gift arrived with a personalised note from Mr Angus Stone. It read: “Thanks for all the Lemon love. Stay golden this Valentine’s Day.”
The gift was sent to two dozen (excellent move to keep it on brand) media, synch and streaming partners who have helped BMG with Dope Lemon’s projects in the last year. The gift was also sent to Dope Lemon’s collaborator and fellow BMG signing Winston Surfshirt, who received the rose following their collaboration on ‘Every Day Is A Holiday’.
Check out Dope Lemon ft. Winston Surfshirt, ‘Every Day Is A Holiday’:
Designed to last a lifetime thanks to a 50 step, 3 – 6 month process, the rose represents a love forever in bloom. If that doesn’t tug at the heartstrings on Valentine’s Day you might just be made of stone.
The gift idea was the brainchild of the BMG Recorded music team (Bridie McGuire, Craig Redfearn Fuchsia Davidson, Jodie Feld and Heath Johns) along with the Australian TAP management team. During the weekly Dope Lemon catch-up, the conversation turned from his new single ‘Kids Fallin’ In Love’ to the timely overall message of the song this Valentine’s Day.
Dope Lemon’s ‘thank you’ gift to the local music industry this Valentine’s Day
“I’m confident that BMG Australia offers the best deals in the country, offering a unique combination of incredibly artist friendly terms and guaranteed global reach,” says Heath Johns, Managing Director at BMG Australia & NZ.
“BMG pride ourselves on offering a creative suite of marketing services that doesn’t come at the cost of artists surrendering ownership of their own master recordings for a deal where the label makes significantly more money than they do in perpetuity,” he tells TIO.
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“Whether it’s gold dipped roses for Dope Lemon, breakfast cereal bundles for Hockey Dad, an animated series for Dune Rats or any other wild idea we can think of – we strive to deliver our artists a bespoke marketing solution that can live up to the quality of the music they are making,” says Johns.
Check out Dope Lemon’s clip for ‘Kids Fallin’ In Love’:
BMG Australia is known for its creative marketing exercises. In 2018, the publisher and label launched and executed a children’s book with Peking Duk called ‘DJ Duks’, complete with custom-made rubber duckies of Peking Duk’s Adam Hyde and Reuben Styles.
Hockey Dad’s zombie-themed Brain Candy cereal bundles were delivered by the duo in hazmat suits and a custom painted delivery van after COVID cancelled their in-store performance plans. Other campaigns include an animated universe around Dune Rats’ single ‘Too Tough Terry‘ and a merch range in collaboration with the band and Newcastle artist Reid MacManus.
“If it all sounds like a lot of work, it is,” says BMG Australia. “But our artists deserve more than a stock standard, paint by numbers marketing roll out. These campaigns also make BMG the most fun place to work, our team are all close friends and we enjoy challenging each other with coming up with wild ideas and then executing them for our artists.”
Heath Johns says that along with Dune Rats, Dope Lemon was a key signing for the company in 2019.
“As a billion-streaming artist at the top of his game, Angus Stone showed an early belief in the BMG Australia vision that has helped us build a recordings roster that now includes Chet Faker, Hockey Dad, Tim Minchin, CHAII and Julia Stone amongst a number of other incredible artists,” Johns says. “It is also worth noting all of this signing activity has been in the last two years and we aren’t even warmed up yet.”
This article originally appeared on The Industry Observer, which is now part of The Music Network.