NEW YORK Intel is getting into the music business.
The computer chip maker for the first time has commissioned a commercial artist to not only write a song about one of its products but also shoot a music video. Working with independent Woo Agency, Intel hired Sean Kingston, who sang the summer hit "Beautiful Girls," to pen the song "Gotta Move Faster" and shoot the subsequent video.
"We briefed him on the key points—the mobility component, performance and overall connectivity—and he went off and wrote it himself," said Greg Fisher, manager, worldwide consumer integrated marketing, Intel, based in Hillsboro, Ore. "We saw it as an exciting new way of communicating with our audience. It's been viewed 232,000 times on MySpace as of [Monday] morning."
The song premiered on MySpace and gottamovefaster.com late last week. "We decided to exclusively launch it on MySpace because that's where Sean got his start," said Fisher. Kingston reportedly messaged producer Jonathan "J.R." Totem on his MySpace page, which eventually led to his getting a record deal.
The song is available for the first 1,000 downloads and thereafter for 99 cents. Intel is currently working to get the song on music sites such as iTunes and Rhapsody, where it will also be priced at 99 cents. Kingston owns the lyrics and the music. Any money Intel accrues will go to the Intel Computer Clubhouse Network, an after-school program that teaches children about technology.
Earlier this year, Intel contracted funnyman Christopher Guest to direct two spots that mimicked rock music videos with anonymous front men for its campaign, "Hard meets soft." The ads can be seen at www.intel.com/go/itgetseasier/index.htm.
What makes the new video different is that it is an actual three-minute song by an artist people know. "It's all about bringing excitement to the brand in an authentic way," said Valerie Moizel, creative director, Woo Agency, Culver City, Calif. "It's not any different than any other artist writing a song about their favorite car or brand of clothes."