In an innovative blend of music promotion and advertising, the enigmatic brand M87 has teamed up with creative agency Dat-Way to redefine the way artists market their work in France. Traditionally, collaborations between brands and artists are joint, but M87 has taken it further by fully adopting advertising codes to promote their music, much like a traditional advertiser would.

The collaboration between M87 and Dat-Way, co-founded by industry veterans Rémi Campet (formerly of BETC) and Charles Moukouri-Bell (formerly of Universal Music), has resulted in a groundbreaking digital and TV commercial. Directed by Mathias Pardo, the campaign announces the release of the track L’Oseille (‘Money’) by renowned French beatmaker DST, known for his work with international and French rap icons like Kid Cudi, Booba, and Ninho. The track also features Guy2Bezbar, a prominent figure in French rap.

The commercial, launched on September 27, creatively tells the story of a young woman enthralled by the energy and impact of M87’s drill track. This innovative narrative reflects the immersive power of music, drawing parallels with the experience of any music fan. The campaign, running both digitally and on television, marks a shift in how artists can engage with their audience, using the full power of advertising to elevate their music’s reach.

Dat-Way, the creative force behind this campaign, aims to bridge the gap between pop culture and advertising. The agency fosters unique collaborations that benefit both worlds by working closely with artists to strengthen their brand image and helping advertisers engage with cultural trends. This project signals a new era for music marketing in France, pushing the boundaries of how artists promote their work in the media landscape.

M87’s bold move could very well set a new standard for music promotion, paving the way for future innovative collaborations between brands and artists.