Taxi’s Media Targets Messengers

NEW YORK Wayne Best, Taxi New York’s ecd, is sitting on the edge of his office window, legs hanging out over the building, giving the finger to the outside world on a cold February night while a camera crew films his every move.

He is doing his part for a music video being shot for, an independent music repository site for commercial directors. Or, as Sarah Gavigan, managing director of Hankmusic, puts it, “We are the Getty Images of indie music.”

The site, which launched on Tuesday, lists artists by genre, tempo, mood, vocal and even what other groups they might sound like.

Taxi’s promotional efforts target the creative community, so putting agency types in a two-minute music video was something of a no-brainer.

Some of the top talent in the country—such as Eric Hirshberg, CCO and president at Deutsch/LA; Joe Shands, cd at TBWA\Chiat\Day; and Rob Reilly, vp, cd at Crispin Porter + Bogusky—agreed to star in the effort.

In the clip, creatives appear forlorn and downcast because they can’t get permission to use the music they want in their spots. Kristina Slade, copywriter at Ground Zero, is shown vomiting as she exits a bar. Ultimately it all works out; as the song puts it, “Now it’s OK to fall in demo love because now there’s”

“You know what’s great? This has already launched. It’s business-to-business and a lot of the people who need to know about this already do because of this spot,” said Paul Lavoie, founder of the New York office of Taxi, between takes for his scene flipping playing cards away in disappointment.