Top Story


Home >> Advertising >> Article

MEC's Wavemaker reveals how it helped ‘Broken Witt Rebels’ secure multiple record deals

Font Size   16
MEC's Wavemaker reveals how it helped ‘Broken Witt Rebels’ secure multiple record deals

Media agency MEC revealed today how it has made blues-rock band Broken Witt Rebels, stars. The formerly little-known band has attracted offers from major labels and three festival slots in under ten weeks, thanks to MEC’s new Wavemaker content division.

Speaking at the Cannes Lions Festival this evening, the team at MEC Wavemaker demonstrated how the approach it has taken to creating powerful content and targeted social engagement is relevant to any brand seeking to resonate with its target audience.

MEC delivered the successful plan via partnerships with more than 30 companies.It secured support from the likes of Facebook; Crowdmix; Spotify; Twitter; SoundCloud; YouTube; Shazam; Buzzfeed; Joe Media; Live Nation; and major outdoor advertising contractors, including JCDecaux. MEC also worked with video collaboration platform Seenit, to document the journey on film, in order to get the band signed up.

So, when Broken Witt Rebels took to the stage alongside MEC tonight, the implications were clear for any company wishing to make an impact in this new media age. 

“This is a story of passion. We wanted to get the band signed and we took a gamble when we set out to make this happen – but we’ve succeeded,” said Mark Knight, Group Strategy Content Director at MEC Wavemaker. “The story of Broken Witt Rebels goes to show the power of great content.”

“It was immensely rewarding to see the success of the band, when we started to focus on its social presence and building relationships with the fan base at the heart,” he added.

“It goes to show, you don’t need a huge budget; you just need media partners who understand content.”

As part of the process, MEC’s content division started with some in-depth data modelling and forensic analysis of the band’s pre-existing fan base, identifying lookalike groups, and accessing Facebook’s music audience data, in a world first. 

This forensic analysis and creative bravery certainly got results. 

 “I’m delighted to say the band now have not one, but two, record deals on the table. This project undoubtedly helped get their music heard and their considerable talent recognized while also creating a sustainable model to serve them long into the future,” said Jeremy Clark, Managing Director, EMEA of MEC Wavemaker.

“We’ve been overwhelmed by the response and we have now given up our day jobs to focus on our passion full time,” added Danny Core, lead vocals for Broken Witt Rebels, who took to the stage this evening in Cannes.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO