Faithless to promote song during Big Brother ad break
- 9 August 2010
- From the section Entertainment & Arts
Dance act Faithless have joined forces with car manufacturer Fiat in an innovative deal to get their new video broadcast on TV during ad breaks.
Fiat has funded the video for the single Feelin' Good, which will be shown in full in a break during Channel 4's Big Brother on Sunday.
Fiat Punto Evo cars feature in the three-minute promo, which is likely to be seen by about 2.5 million people.
Faithless did a deal to sell their new CD exclusively in Tesco supermarkets.
The group share the same management as Radiohead, who shook up the music industry in 2007 when they released their album In Rainbows on their own website, with fans able to choose how much to pay for it.
Faithless do not have a conventional record deal and the Fiat and Tesco tie-ups provide a further example of an artist seeking alternative ways to fund their music.
The new Faithless single features singer Dido and a 30-second version of the video will be shown on commercial TV channels for a further six weeks.
Faithless said: "We're always looking at new ways to get our music to different audiences and exploring new ideas. The idea of showing our latest video on TV during an ad break is a first for us or any other band."