Ben & Jerry's and Tuff Gong Release First Video for 'One Love' and a Bob Marley-Inspired Ice Cream

Courtesy
James DeJulio, co-founder, president, and CPO at Tongal.

Phish Food, Cherry Garcia, Goodbye Yellow Brickle Road, Imagine Whirled Peace. Is your mouth watering yet? Just wait.

Ben & Jerry's has unveiled the latest addition to their smorgasbord of music and pop culture-inspired flavors: Satisfy My Bowl, a partnership between the ice cream company's U.K. division and Tuff Gong, the Marley family's record label, Jamaica-based studio, and overall brand, is "a concoction of banana ice cream beats, a mashup of caramel and cookie swirls, and a chorus of chocolatey peace signs," according to the fan who named it.

Though U.S. audiences will have to wait a little bit longer to satisfy their bowls (the line is currently available only in the U.K. and Europe), another partnership between the two brands goes live today: the first-ever music video for Bob Marley's "One Love," which was created and developed through Santa Monica-based crowdsource platform Tongal, and which you can watch below or at Bob Marley's official website.   

This media is not available on this platform.

According to Tongal co-founder, president, and chief product officer James DeJulio, the intersection of brands and bands has reached a respectable, mutually beneficial intersection. "No one looks at it as selling out anymore," he tells Billboard. "We had been talking to the Marley Foundation which said, 'We have this 30th anniversary of Legend coming out, and we'd like some music video content to go around it."

Enter Tongal, which launched in 2009 as a sort of "reverse Kickstarter," says DeJulio. Here's how it works: a company launches a specific campaign with Tongal -- The Who, the Beach Boys, and Umphrey's McGee have all initiated music video contests with the platform -- which acts as a sort of liaison between the brand and the site's users, which currently number about 60,000. After posting said company's "challenge," or solicitation for ideas for their campaign, Tongal then receives 140-character idea pitches from visitors to the site.

Once their team sifts through an average of 700 submissions, they'll pick up to five ideas and re-post it on the site, with a message that basically says, "We have this idea! Who can execute it?" Round 2 begins, and Tongal picks those that seem best-suited to bring that idea to fruition. Anyone can submit an idea, but it's the people with technical prowess -- production company directors, visual designers, etc. -- that deliver the final product to the brands, which then pay them.

As DeJulio explained in an interview with The Huffington Post a few years ago, "Let's say we had a virtual competition for Smart Water and you placed one through five in with your concept and I came in at the video round and took your concept and made a video out of it and I won, you get paid back for everyone who takes your concept and makes money off it. If I took your concept and won $5,000, you would get a $500 residual check kicked back to you because I took your creative and I made money off of it."

It's an egalitarian concept for a company that works with some of the world's most powerful brands: DeJulio says Tongal's top five clients are Procter & Gamble, Lego, Anheuser-Busch, Lenovo, Johnson & Johnson, and McDonald's. And yet, Tongal denies their concept is meant to disrupt traditional in-house marketing structures. "The real revolutionary thing is that a fan of a particular brand on Facebook or whatever, has been using the product for five years and has deep knowledge, can participate in creating the marketing," he says. "It's a meritocracy for talent. If you're an everyday person with an idea who's not established, it's a real opportunity for real people." Some of which, DeJulio adds, have made up to six figures developing real concepts.

As long as the outcome is a $6.50 pint of ice cream for all, it all sounds pretty great.  

THE BILLBOARD BIZ
SUBSCRIBER EXPERIENCE

The Biz premium subscriber content has moved to Billboard.com/business.


To simplify subscriber access, we have temporarily disabled the password requirement.