Rally driver

LG’s music network gears up

What?: “Rally For Music The Right Way,” says LG as it unveils its new online social network, which aims to discover new artists. LG: Rally For Music will see unsigned bands uploading content (that will be rated and reviewed by the online community) as they battle it out for a $15,000 grand prize. The top four finalists will also be flown to New York City for the opportunity to showcase their talent at a public concert.

The site features a guide in the from of cartoon-like Melissa, who will update you on the latest news and info regarding Rally For Music. Plus both bands and fans can enter monthly sweepstakes to win the latest electronics from LG, including handsets and a 42” LCD TV.Bands have until 26th May to submit entries.

So what?: OK, let’s be honest, this is just yet another battle of the bands contest. We have come down pretty hard on brands who leap on this heavily-laden bandwagon in the past, and LG’s efforts fit the usual pattern. The big question we’re asking is this: Do they work for anyone involved? Where are all the bands who ‘broke’ via BOTB contests? And how deep is the brand gain from these sorts of promotion? Answers on an uploaded clip of four indie teenagers jamming in a garage, please.

“The striking omission here is the lack of any integrated mobile element. With LG only stumping up prizes, this seems a somewhat wasted opportunity. Just why is LG rallying for music? If it’s because of great music handsets then why not tell us about them?”
Giles Fitzgerald, Deputy Editor, Five Eight

www.rallyformusic.com