Brandvertising: The Heavy discuss “How you like Me Now” And promoting Out At SXSW

you might now not comprehend the title The Heavy, however you probably recognize the bath, England, band’s song. at the least, in case you’ve watched a movie, or an ad, or a online game, film trailer, or television express previously 5 years, it’ll sound familiar. whereas the band started licensing its track early on in its occupation—advertisers in France were particularly inquisitive about early single “Colleen”—it failed to turn out to be a huge part of the business of being The Heavy until the release of the band’s 2009 album, the home That dirt built, and the lead single, “How you like Me Now.”

“The magnitude of it used to be somewhat a surprise,” guitarist Daniel Taylor says of the best way the licensing around that track—which appeared in movies from Ted to The Fighter, in addition to Kia’s 2010 super Bowl advert. “We’re in England, so when it become as giant because it used to be over right here, we did not see that—it did not come to our TVs. we don’t even know what the tremendous Bowl method.” nonetheless, drummer Chris Ellul describes the Kia ad because the turning point in the band’s career.

The music trade is a tough one to make a dwelling in as an artist, and artists are continuously looking for income streams—together with merchandising. but when The Heavy—whose most latest model deal concerned licensing the only “turn Up,” from the band’s imminent album, to the NCAA for the men’s last 4—go into the studio, they try to keep the data of what that income move method at bay.

“it is a tricky route to tread, as a result of in the event you begin occupied with it an excessive amount of, it turns into nearly made-to-measure and predictable,” Taylor says. “We fight, as a result of being English, we’re naturally relatively pessimistic— whereas when you’re putting in place to write a short to promote something, it must be glass-1/2-full, or in reality overflowing.”

still, Taylor is open about the truth that the realities of commerce are a factor in the band’s resolution-making. “which you could get those briefs from publishers that come via which are, like, in search of sure kinds of songs. So maybe you sit down and measure it out a little bit bit extra,” he says.

that’s an enchanting pressure for an artist whose day job is making music to be recorded with a band, sold or streamed as records, and carried out live. all through SXSW, The Heavy had been everywhere Austin, taking part in six shows in four days—and every time, after they dropped “How you love Me Now” into the set, the target market got here to life. “The lightbulb comes on—’Oh, it’s that band!’ and everybody starts going loopy. Then we’re performed,” Ellul says.

“i think what we do just happens to tick these boxes,” Ellul says of the way in which advertisers and filmmakers reply to the band’s tune. “We’re into stuff that could be recorded technically badly, but if it sounds cool and we like the sound of it, then we’re gonna go along with it. i guess that creates a bit of an international. sure information you listen to, you’re taken into a whole world as a result of it’s so distinctive. That appeals to movie and advertisers and stuff—that is what persons are drawn to.”

The Heavy formed in 2007, and its individuals are all old enough to needless to say there used to be a time when letting your song be utilized in advertising used to be “the kiss of demise,” as Taylor places it, for a band’s creative integrity. “I remember that individuals would get Levi’s ads, and it was a in reality bad factor,” he says. And when pushed on that question, he sounds a bit defensive—he talks about the fact that the band data everything of their bedrooms, produce their own data, maintains a DIY aesthetic, and still manages to compete with artists who are “some roughly Simon Cowell creation.” “it’s a must to assume cleverly about how you’ll get into all of these living rooms across the usa. How are you going to try this? tv. merchandising. films. We make thrilling music, which song supervisors obviously really feel matches what they may be looking for, in order that, for us, is cool. We’re making the tune we like to make.”

With that in mind, there are traces that the band draws about what they’re prepared to promote. they don’t do cigarette advertisements, and famously ordered Newt Gingrich to forestall the usage of “How you love Me Now” during his failed 2012 presidential marketing campaign.

“For me, that’s the one factor—from time to time the brands . . . ” Ellul starts, apparently trying to make a decision if he is keen to burn any particular bridges—earlier than deciding that he will. “I don’t need to be endorsing McDonald’s, or this, that, or the opposite. these companies do dangerous issues,” he says. “That’s the rub. but usually, lots of the stuff that comes through are giant companies, however now not people who find themselves the lowlives of it. McDonald’s [has] requested us to do stuff, and people, but we haven’t executed it.”