Veteran U.K. dance act Faithless is experimenting with new methods of reaching its audience during the current album campaign.
Faithless' sixth studio album, "The Dance," was released on its own Nate's Tunes label in May. The band opted for a physical retail exclusive with mass merchant Tesco - such deals are rare in the U.K. - and a digital exclusive with iTunes. The album debuted at No. 2 in the Official Charts Company's album listing on sales of 30,000.
Now the act has partnered with Italian car manufacturer Fiat on a promotional video, which will appear during a commercial break for reality show "Big Brother," which airs at 9pm on Channel 4 on Aug. 15. The Aug. 8 edition of the show scored ratings of 1.6 million.
The three-minute clip will feature the new Faithless video "Feelin' Good" but it will not feature Fiat sloganeering. A blue Punto Evo car will make an appearance during the promo for the song, which features the vocals of Dido.
A 30-second edited version of the video, which will be a more traditional TV commercial, will be shown in the week following the full video. A special edition Feelin' Good car is also being launched.
The band was not paid for the commercial, which was funded by Fiat.
Sister Bliss of Faithless told the Independent: "They want to sell cars and we want to sell music, it's getting that symbiotic relationship to work, which is interesting and challenging."
Faithless was previously signed to Sony BMG but has been independent for this album release.