A guy in a leather jacket is shown passed out on what appears to be a bathroom floor, the base of a toilet just barely visible. Hanging from a chain around his neck: an all-access CMJ Music Marathon pass.
In another ad, a girl is lying supine on a bed, a marathon pass draped across her midriff, just barely held in place by her finger.
The tagline: "Killer event." The event in question is the CMJ Music Marathon, to be held at the New York Hilton Sept. 13-16. The copy in each execution: "Be first on the scene."
The marathon, in its 21st year, features music, networking, speakers and panels on the state of the music business. Its target audience is both music fans and industry executives.
"The idea was to be arresting, provocative and shocking to an audience who gets a lot of provocativeness and almost takes [it] for granted," said Roger Chiocchi, president and COO of The Lord Group in New York, which created the three-ad campaign.
The work is initially appearing in May issues of New York-based CMJ Network publications such as CMJ New Music Monthly; ads will also run in alternative media closer to the event dates.