Music Business

Music In Ads Now A Two Way Street: Jeep Spotlights Indie Rockers X Ambassadors In Collaborative Campaign

20150417120006ENPRN199311-Jeep-Renegade-Campaign-1y-1429272006MRUsing music in a marketing campaign is nothing new.  But increasingly, new music and advertising are on a two way street. Brands are using music to connect with a specific audience; while at the same time the artist is using the brand's broad reach to launch new music.


In partnership with KIDinaKORNER/Interscope Records, Jeep has introduced the 2015 Jeep Renegade to the tune of X Ambassadors and Alex Da Kids' original song "Renegade,"  putting a spotlight on what brands can do for artists, as well as, what artists can do for brands through creative musical collaboration. 

Featuring the Brooklyn based indie rock band X Ambassadors, the newly launched marketing campaign surrounds the idea of living a "Renegade Life" where doers, dreamers, and adventurers are invited to, as the song says, "go forth and have no fear" in the 2015 Jeep Renegade. The "Renegades" video can be viewed on the Jeep brand's YouTube channel and lyrics to "Renegades" can be viewed at

"Through this collaboration with KIDinaKORNER/Interscope Records, X Ambassadors andAlex Da Kid to build a campaign around an original song, we're staking a new claim to music and setting the stage for the Jeep brand's North America marketing launch for the all-new 2015 Jeep Renegade," said Olivier Francois, Chief Marketing Officer, FCA – Global. "Building break-through creative to launch the Jeep Renegade to the Millennial audience around the world propels the Jeep brand into an all-new space."

"When you think of a Renegade you think adventure," said Steve Berman, Vice Chairman, Interscope Geffen A&M. "That's what it's like to collaborate with Olivier on the creative vision for the new Jeep Renegade campaign. Finding a match in Alex Da Kid and X Ambassadors, who embody the spirit of Jeep's brand, only solidifies this campaign as one that will resonate with its audience."

Thirty-second spots in the campaign, including "Endurance Race," spotlighting capability, and "Beach," spotlighting the all-new 2015 Jeep Renegade MySky Open-Air Roof System, in addition to a 30-second version of "Renegades," will launch in the coming weeks. 

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