Happy New Year, Rock-Slate Readers…
First of all, is it just me, or are those Hyundai TV commercials never going to stop? It is literally being played every 5 minutes on every network and cable station for the last 3 weeks.
While there aren’t’ a lot of car shots in those commercials, there are a lot of shots of this (rather new?) video group called Pomplamoose. In fact, the group seems to be the feature of this advertising; if I were them, I would be singing for joy too. This duo of Jack Conte and Nataly Dawn have created a bit of a phenomenon singing their way through You Tube video heaven over the last year or so in an infectiously cute manner – cleverly looking like they are spending a Saturday afternoon in their apartment kitchen with a video camera singing cover songs you wouldn’t expect (Mrs. Robinson by Simon and Garfunkel and some Lady Gaga as well). Nataly’s vocal style is infectious even while she sort of stares off into space looking like she has just learned the words (not to mention a striking resemblance to Justin Beiber).
This is the magic of matching the internet with building a personal brand. Musicians and artists are ignoring conventional recording companies, putting a bit of their own sweat and blood into recording, mixing and putting together a style of video that works for them. If you do find them on You Tube videos and iTunes store, where millions already have, you will find that Hyundai has mirrored their video style to film this commercial – quite a tribute. Building a personal brand takes time, imagination, and tenacity. I give credit to Pomplamoose for making it all look easy and fun.
