The latest installment of "This Week in Music" comes straight from the panels of MIDEM, where Topspin's Ian Rogers interviewed both Coca-Cola SVP, Integrated Marketing, Communications and Capabilities Wendy Clark and producer/DJ Mark Ronson, who wrote "Move To The Beat," the new Coca-Cola anthem for the Olympic Games in London in 2012. The discussion revolved around branding done correctly, with Clark stating that companies like Coca-Cola are focusing more on music syncs to bring in a younger generation, and that branding is at its best when it is embedded in our culture.
Ronson, for his part, sees a lot of pressure with the Olympic song, partially due to the Olympics being staged in his home country and partially due to the worldwide success of K'Naan's "Wavin' Flag," which he said raised the bar for those types of partnerships. "The days of sneering at branding projects are long gone," he stated, adding that those types of projects are increasingly accepted due to the current climate in the record industry.
Watch the full video below.