Thursday, 16 February 2012

BRANDS & BANDS: Guetta's HP deal - set up by his wife

One of my favourite quotes from any musician comes from David Guetta - "I'm not trying to be credible I'm trying to be incredible" (I know, right?!) and it's always interesting to watch what an artist who has no interest in credibility does when it comes to brand endorsement deals.

Last year, Guetta and HP joined forced to launch the HP Touchpad – with Guetta appearing in the advertising for it, and including the Touchpad in 2 of his music videos.



This partnership is continuing in 2012, with the announcement this week that HP will launch a branded web series on March 6 (via Dailymotion and Guetta's Youtube channel) to promote its laptops and headphones. The episodes will follow Guetta as he tours Europe. And will also show his wife, Cathy, as she shops while he DJs.

Seeing his wife's shopping expeditions listed in the content made me question whether there was also a fashion brand behind this content... but as I looked into the deal further I found a much clearer explanation. The deal was done through a brand endorsement agency called My Love Affair – which happens to be run by Cathy Guetta. So she has included her own perks into his endorsement deal! Smart lady.
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