Alex Da Kid and WPP launch joint music ventureKIDinaKORNERCreate will Pioneer a New Model for Integrating Music and Brands
CANNES, FRANCE — Alex Da Kid, the multi award-winning producer, songwriter, director and founder/CEO of KIDinaKORNER, one of Interscope’s most successful emerging record labels, alongside WPP, the world’s leader in advertising and marketing services, today announced the creation of KidinaKORNERCreate, a joint venture to bring music to the forefront of marketing.
Headed by Da Kid, KidinaKORNERCreate’s unique approach to integrating music and branded content allows for both artists and brands to develop intimate relationships with new audiences they might not otherwise reach. KIDinaKORNER has been extremely successful at reaching and speaking to mass audiences, in particular Generation Y. With the support of WPP, this new partnership will continue on that journey with more resources and capabilities at its disposal.
Announcing the joint venture at the Cannes Lions International Festival of Creativity, Alex Da Kid said: “Music is extremely powerful and plays a very important role in people’s lives, connecting them to a moment that is uniquely personal. Unfortunately, it can often be the last thing to get attention when programs are being planned.
KidinaKORNERCreate offers a new model, bringing music to the forefront of every level of the creative process; planning, strategy and execution. This approach will create more substantial and meaningful engagement with the audience.”
Sir Martin Sorrell, founder and CEO of WPP, said: “Alex is not only a hugely successful producer, but a genuine innovator. The ability to offer clients fresh approaches in the world of branding and content is becoming increasingly important, so we couldn’t be more pleased to announce this exciting new partnership.”
KidinaKORNERCreate will be based in Los Angeles and will work directly with both brands and agencies to create the most exciting, bold and innovative programs possible.
This venture continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: technology, data and content. WPP’s other content investments include Refinery29, China Media Capital, Fullscreen, Indigenous Media, Imagina, Media Rights Capital, Bruin Sports Capital, The Weinstein Company and VICE. The Group’s digital revenues were US$6.9 billion in 2014, representing 36% of WPP’s total revenues of US$19 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next five years.
Chris Wade, WPP +44 20 7318 0136
Kevin McCormack, WPP +1 212 632 2239
Alex Da Kid Contact:
Susie Arons 212-843-8033 / [email protected]
Katie Schroeder 212-843-8036 / [email protected]
Megan Duzi 212-843-9354 / [email protected]
About Alex Da Kid
Alex Da Kid (ADK) is a Grammy®-winning music producer, songwriter, publisher, label owner and innovator. He is the force behind many hit singles including Eminem's "Love The Way You Lie" ft. Rihanna, the biggest selling song of 2010, spending seven consecutive weeks at #1 on the Billboard Hot 100, and still stands as Eminem’s best-selling single of all time. ADK works with some of the most prolific and sought after artists including Nicki Minaj, Dr. Dre, Diddy, T.I, U2, Imagine Dragons, Christina Aguilera, Lupe Fiasco, and more. He has also worked on hit film and TV projects including Pitch Perfect 2, Horrible Bosses 2, The Hunger Games, Transformers, Iron Man 3, “The Walking Dead,” “Glee,” and “Game of Thrones.”
In May 2011, Alex Da Kid created KidinaKORNER (KiaK), a label partnership with Jimmy Iovine and Interscope Records. He also started his publishing company in partnership with Universal Music Group Publishing. ADK and KiaK team artists and songs with top tier brands to develop innovative and creative media strategies. Partnerships include a recent campaign with Jeep, featuring “Renegade” by the X Ambassadors, the fastest song to go to #1 on the alt Billboard Chart in 17 years, as well as programs for Target, NBA, Ford, Hyundai, Microsoft, Budweiser, Sprite, Levi’s, and Beats by Dre, to name a few. Through the label and publishing company, ADK discovers and breaks new talent including Imagine Dragons, who have dominated the charts the past two years backed by massive hits like “It’s Time,” “On Top Of The World,” and “Radioactive,” which won the Grammy® for Best Rock Performance. To date, their album Night Visions, has sold over 4 million albums worldwide and over 21 million singles. Their most recent album, Smoke + Mirrors, debuted at No. 1 on the Billboard 200. In addition to Imagine Dragons, KIDinaKORNER’s roster includes X Ambassadors, Skylar Grey and Jamie N Commons.
WPP is the world’s largest communications services group with billings of US$76 billion and revenues of US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing; and specialist communications. The company employs over 188,000 people (including associates and investments) in over 3,000 offices across 111 countries. For more information, visit www.wpp.com.
WPP was named Holding Company of the Year at the 2014 Cannes Lions International Festival of Creativity for the fourth year running. WPP was also named, for the fourth consecutive year, the World's Most Effective Holding Company in the 2015 Effie Effectiveness Index, which recognizes the effectiveness of marketing communications.