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Conair – Jonas Brothers’ “Cool”
CONAIR’S 2022 InfintiPRO Cool Air Styler Campaign
Project
Deb Casey, partner and CCO of milk*, approached Flavorlab for help their InfinitiPRO Cool Air Styler 2022 campaign for Conair. Conair wanted to re-record “Cool” by the Jonas Brothers for the spot and needed music supervisor, Kyle Guffey, to secure publishing rights for the song.
Process
Finalizing the cut at the end of March, Conair set to release the spot at the beginning of May. With a month to get licenses finalized, the team only had until early April to get the spot’s vocalist, singer-songwriter and bassist, Ashley Suppa, into the studio before other engagements got in the way. The marketing team chose Ashley for the re-record because they felt a confident, young woman would best reflect the featured voices in the spot and their core demographic overall.
With the clock running, Kyle advised the Conair team to move forward with the session before licenses were underway. She knew they may otherwise lose out on Ashley. Then, she got going on negotiation. Kyle worked with label partners, including director of sync licensing at Downtown, Julia Buccheim, a former Flavorlab intern, as well as partners at Sony and Universal. Conair and Kyle adjusted budget and terms to better match and mediate the three publishers’ quotes. Once the new version was final and the spot locked, the team used these assets to confirm final licenses.
Result
Flavorlab secured publishing rights for “Cool” by the Jonas Brothers and guided the Conair team through the licensing process. The result is the above ad, complete with the new version of the song. Conair continues to entrust Flavorlab’s music supervision services for clearance projects.
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