Pedal to the metal

Karaoke in the back seat

What?: JVC Mobile Entertainment is partnering with Spin magazine (and video upload site Streetfire.net) on its Carstereoke competition. “You’ve got four wheels, a drivers licence and a voice that’s just screaming to be discovered,” says the accompanying website. Entrants are asked to submit video clips of themselves singing ‘in-car’ in order to win various prizes, including a trip for two to Hollywood and the chance to perform live with ‘80s glam metal parody group Steel Panther.

Steel Panther are promoting the campaign with their own Carstereoke version of ‘Death To All But Metal’ featuring on the homepage. The track includes lines such as “heavy metal rules and so does JVC”. A panel of music industry judges will choose the winner from the top 10 videos uploaded between the 9th July and 30th September.

So what?: Steel Panther have the proud honour of winning the Best Tribute Band In The Universe title, and their glam metal parody is a good fit here. The only drawback with this campaign is the stationary feel. The “please film when the vehicle is parked” stance is obviously a necessity but somewhat negates the key ‘vehicle’ of the campaign. A quick scan of three random entries saw this wasn’t entirely being followed either. The Black Cab Sessions, which film gigs from a taxi backseat, appears to be a much safer basis for the campaign that can cover more mileage.

“Everyone likes a good singalong in the car. This is a nice idea that definitely stands out from the crowd. The tie up with Spin will definitely help raise awareness among US music fans.”
Dom Hodge, Associate Director, FRUKT

www.carstereoke.com