The new song, "Jungle," comes courtesy of a collaboration between the X Ambassadors, a Brooklyn-based four-piece, and Jamie N Commons, a British blues, rock and folk musician, both signed to Alex Da Kid’s KIDinaKORNER label, a subsidiary of Interscope. While the song has been used in the “Welcome to Yesterday” movie trailer and an “Orange is the New Black” spot, its inclusion in the Beats ad almost didn’t happen.
“We had a really huge track with from a really huge artist,” Johnson explains. "The moment we heard this song, we literally said 'nope, that’s the right song.'" How the track is decided upon, as Johnson explains, has everything to do with Beats’ music DNA and, of course, Jimmy Iovine. “There’s this culture of producers at Beats, obviously,” Johnson says, referring to Iovine and Dr. Dre. “So we’ll go make the commercial, and then we literally sit in a room and Jimmy will sit there and he’ll get out the secret iPod with all of the secret music on it, and we’ll just start playing music and he’ll play the best ones. And then one song and [snaps his finger] -- done! As a hit picker for his entire career, he typically likes one, two, three songs and we got it.”
Movie posters for Beats new promotional film "The Game Before the Game" featuring Neymar from Brazil (left) and France's Bacaray Sagna. (Photo courtesy of Beats by Dre)
After the beat kicks in, the 5-minute short is all quick cuts and a dizzying array of the beautiful game's elite players going about their pre-game rituals. Cesc Fabrigas kisses the ring his girlfriend gave him four times, Luis Suarez kisses the tattoo of his childrens' names on his wrist for love and good luck, Chicharito begins every game by praying on his knees. Often, there's a “B” logo in close proximity.
The non-soccer athletes and musician cameos may seem out of place, but will play well in the U.S. There's Nicki Minaj reading a magazine about soccer; a shirtless Lil Wayne with a soccer medallion; LeBron James selecting a pair of headphones; and Serena Williams sporting the American team colors on her freshly polished nails. There’s also gorgeous travel shots of Rio and favelas and an out-of-place sex scene that is, perhaps, someone’s "game before the game."
Nicki Minaj's cameo in Beats' new "The Game Before the Game" promotional film short.
The film's release coincides both with the upcoming World Cup and the launch of Solo 2, Beats' best-selling headphones. “Four are sold every minute,” Beats president Luke Wood said before a screening of the film last night at New York City’s Bryant Park Hotel. He compared the second iteration of the Solo headphone to several iconic sophomore releases, including Nirvana's “Nevermind,” Public Enemy's “It Takes a Nation” and the Beastie Boys' “Paul's Boutique.”
The campaign, directed by Nabil Elderkin (Foals “Late Night, Bon Iver “Holocene”), is Beats' biggest spend ever, according to Johnson. The brand will roll out several short-form versions of this campaign with a series of TV commercials in more than nine countries and five different languages.
All of which raises the question, does Beats know who is going to win World Cup? Beats track record this past Super Bowl was quite impressive when they chose Seattle Seahawk Richard Sherman for its "Hear What You Want" campaign. While neither Wood nor Johnson would say if they know, with Brazil's Neymar Jr starring in "The Game Before the Game," well, you do the math.