Classical music lovers may shake their heads in disgust, but ask people around the world to name their favorite classical track and chances are they’ll say the theme from a popular DeBeers Diamonds commercial.
At least, that’s the assumption behind Sony Classical’s release, Diamond Music, which uses the theme from the DeBeers ‘Shadows – A Diamond is Forever’ spots as the focal point of its new compact disc.
‘For the last couple of years, people have been going in (to music stores) and requesting `the diamond music,” says Faye Perkins, director of Sony Classical for Sony Canada in Toronto.
The ‘diamond music’ refers to that heard in the DeBeers spots, which show couples’ shadows set off by sparkling diamonds. The spots have run globally (with the exception of Japan, where shadows mean death) since 1995 and proved to be immensely popular, says Perkins.
Sony, in an agreement with diamond cartel DeBeers, decided to cash in on the phenomenon by re-releasing composer Karl Jenkins’ cd with references to the popular spot all over it.
The cd case shows a diamond engagement ring on the shadowy hand of a woman, while lines from the DeBeers spots, including ‘This year, give her the diamond that will take her breath away,’ are printed on the reverse, above the play list.
Larry Kraman, vice-president of international product development for Sony Classical in New York, says that partnerships between advertisers and music labels aren’t new. He points to the infamous Coca-Cola ‘I’d like to teach the world to sing’ arrangement. However, this is the first time Sony Classical has been involved in such an arrangement.
What is known worldwide as ‘the diamond music’ – an adaptation from the opening Palladio movement of Karl Jenkins’ Concerto Grosso – has 28 billion impressions in the marketplace, according to Kraman. And there are about to be more, as the music giant gears up for Valentine’s Day.
Revealing its intended target, Sony is promoting the cd by giving away diamonds on game show Wheel of Fortune and daytime talk show Rikki Lake (both shows owned by Sony Tristar).
On this side of the border, there’s a 30-sec. spot created by New York’s J. Walter Thompson appearing on arts specialty channel Bravo!
Perkins says the 30-sec. spot, which ran last month, will be running again leading up to Valentine’s Day. The spot shows cuts from the DeBeers commercials and highlights the Sony cd.
