Tailor-made?

Tommy guns for music

What?: Tommy Hilfiger is embarking on a committed music campaign, integrating live performances with HD Internet TV:

The Hilfiger Sessions are a series of invitation-only live music jam sessions across a variety of European and US locations (first launched in 2005). The sessions are held live in front of 600 fans in an intimate setting on a 360º stage. International artists are set to perform at the events in a new partnership with Sony BMG.

The company is also launching TommyTV today, which will feature live and backstage footage of the Hilfiger Sessions, as well as information on future line-ups. Upcoming musical talent can get themselves showcased on TommyTV via Hilfiger Auditions by uploading content for selection on an accompanying YouTube site. “The launch of TommyTV takes our musical heritage to the next level,” states Tommy Hilfiger.
So what?: Tommy Hilfiger is a man with a close connection to music. He once got into a fight with Axl Rose after he moved his girlfriend’s drink in a bar. You don’t get much closer than that. Axl Rose apparently dedicated ‘You’re Crazy’ to him after that near-punch-up. So is he crazy to embark on this campaign?

Well, using words such as “innovative” and “ revolutionary” at the press launch doesn’t automatically mean that your music strategy is either of those things. Despite its global reach and promotion of unsigned artists, this feels distinctly like MTV Unplugged 2.0. (i.e. 15 years past its sell-by date). “It’s music without boundaries!” states Wyclef. The boundaries, however, seem all too apparent. We wanted to be exicted about this. Tommy Hilfiger is a natural partner for music, with strong musical roots in its history, but the concept seems well-worn; not a good look for a clothing collection.

“Firstly, it’s not very Web 2.0; secondly, it seems to be musically directed by a label (whose primary interest is its own talent); and thirdly, how many successful brand-funded IP TV concepts have actually worked? Shame they didn’t focus on creating a bigger idea, avoiding trying to become a media property.”
Jack Horner, Creative Director, FRUKT

www.thehilfigersessions.com
www.tommytv.com
www.youtube.com