'You're seeing her story': Paloma Faith scores hit with Skoda sync

'You're seeing her story': Paloma Faith scores hit with Skoda sync

Paloma Faith is set to secure a Top 40 hit with her song from the Skoda Karoq TV commercial. In the Midweek Chart, her cover of Make Your Own Kind Of Music - first released in 1969 by Mama Cass – is at No.35.

Faith stars in the Driven By Something Different commercial for the Skoda Karoq, which is currently airing and is inspired by her life story.

“The Paloma Skoda campaign has been brilliant,” said Cassandra Gracey, president of Sony Music’s new 4th Floor Creative Group. “It’s amplifying Paloma’s message, you’re seeing her story, it’s emotional so you buy into it because it’s true.”

The track debuted at No.59 this week and has OCC sales so far of 10,997. Sigala collaboration Lullaby is up to No.6 in the Midweek chart (190,018 sales to date). Faith’s No.1 album The Architect has also returned to the Top 20.

“The song is brilliant - we’ve been watching that come to life, watching it start connecting naturally,” said Gracey of the Skoda track. “It’s a great example [of a brand partnership] - that was our sync and brand team working together with RCA marketing.”

Sony Music has also paired Lady Leshurr with Nike – the campaign is shortlisted in the Music & Brand Partnership at the Music Week Awards on April 26 – and Captain Morgan on a responsible drinking campaign.

To read the full interview with Cassandra Gracey, subscribers can click here and here. To subscribe and never miss a big industry story click here.

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