Fiat Chrysler partners with emerging musicians for AMAs

Michael Wayland
The Detroit News

Fiat Chrysler Automobiles NV expanded its catalog of music collaborations Sunday night during the 2015 American Music Awards.

The automaker aired three ads, including a 90-second spot, with several emerging artists from the industry’s largest music companies — Warner Music Group, Universal Music Group and Sony Music.

Fiat Chrysler Automobiles NV expanded its catalog of music collaborations Sunday night during the 2015 American Music Awards.

“It’s good every time you are able to define your brands,” Fiat Chrysler Chief Marketing Officer Olivier Francois told The Detroit News. “Music clearly helps do that. Every brand has its own, I call it, a playlist.”

This is the fifth year that Fiat Chrysler has had a presence at the American Music Awards, including a partnership last year with Interscope Records that included similar music-related ads from well-known artists such as Eminem, Fergie and Imagine Dragons.

The company’s 90-second commercial featured Atlantic Records’ singer, songwriter and producer Charlie Puth and his new hit, “One Call Away.” The video featured platinum-selling country star and 2014 Country Music Award New Artist of the Year Brett Eldredge; singer/producer Ty Dolla $ign; and Latin pop singer and songwriter Sofia Reyes.

Each scene of the ad highlighted a different American landscape and featured many of the company’s newest Chrysler, Dodge, Jeep Ram and Fiat vehicles: Chrysler 200, Dodge Challenger, Dodge Charger, Fiat 500X, Jeep Renegade, and Ram Rebel.

As part of the collaboration with Atlantic Records, the version of “One Call Away” video produced for the American Music Awards campaign will debut in a longer-form video that will live on Charlie Puth’s YouTube page.

A 60-second spot featuring four rising stars and their hits from Interscope Records (Universal Music Group): BØRNS (“Electric Love”) for Chrysler; Tory Lanez (“Say It”) for the Dodge brand; Skylar Grey (“Cannon Ball”) for Ram; and Pia Mia (“Touch”) for the Jeep brand.

"Fiat Chrysler Automobiles continues to be an incredible partner for us,” said Steve Berman, vice chairman of Interscope Geffen A&M. “Their commitment to showcasing new and important music, from a diverse array of artists, is something we really value."

A 30-second spot from the Fiat brand featured Sony Music group Pentatonix and their hit song “Sing.”

All three ads were accompanied by the social media hashtag, “#DriveTheBeat.”

Teaming up with up-and-coming artists, Framcois said, was intentionally done to help the spots attract millennials as well as thank the music industry for partnering with the automaker in recent years.

“The AMAs, on top of bringing the brand-building and relevance, this year it also offers me the possibility to pay tribute to the music industry as a whole,” Francois said. “They have been really good to us.”

The collaborations are the newest between Fiat Chrysler and the music industry under Francois’ leadership, including the automaker's critically acclaimed 2011 "Born of Fire" Super Bowl ad for Chrysler that featured Eminem and introduced the brand's "Imported from Detroit" tagline.

Following the ad, numerous other partnerships have flourished, including a collaboration with Dr. Dre's Beats audio in some cars and vehicles being featured in music videos, including a Chrysler 300C John Varvatos Limited Edition in 50 Cent's "My Life" featuring Eminem and Adam Levine.

Fiat Chrysler touts that the ongoing collaboration between the automaker and top music labels has pushed its presence on official YouTube music videos featuring Fiat Chrysler vehicle integrations to over a record 3 billion views and climbing.

Fiat Chrysler did not disclose the cost of airing the ads.

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