Sync Story: Inside Microsoft/Mura Masa's campaign

Sync Story: Inside Microsoft/Mura Masa's campaign

Already this year, Apple has made waves with its iPhone 7/AirPods commercial, featuring dancer Lil Buck and music from US duo Marian Hill.

Now, up steps Microsoft with a glossy ad for its Groove Music Pass, which enables use of its Groove streaming platform on all compatible devices.

It’s a powerful sync, featuring a collaboration between two up and coming Ministry Of Sound Publishing artists, Mura Masa and Bonzai.

In a breezy, minute-long film, the viewer hears the song, titled What If I Go?, in tandem with the listeners on screen, something Microsoft music supervisor Carole Dray believes works in the spot’s favour.

“This is a fun campaign and as soon as we heard this upbeat track we knew it would be a great fit,” she says.

“There was also the opportunity to feature Mura Masa’s artwork, which added value for the artist.”

Adam Soffe, senior sync licensing manager at Ministry Of Sound believes the ad could help Mura Masa’s debut album take off before its release on July 14.

“We’re gearing up to the album launch, so this campaign couldn’t have been timed better for us,” he said, adding that Bonzai’s featured artist spot came as an extra bonus.

“We represent both artists, so this was a great opportunity to showcase both their talents.”

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