Addidas & Sony, cut out conventinal agencies and take a more effective approach in their latest campaign’s to reach their urban market.

This topic is one close to my heart, and is absolutely amazing; addidas and Sony have managed to keep up in the changing market to appeal an audience directly in a suttle way showing us what we want to see.

How ? I bet your wondering, well previously I wrote a blog about a 19 year old Londoner by the name of Jamal Edwards who turn a HD camera given to him at Christmas into a tool to become a the leader in online broadcasting today, by recording top UK artists and artists trying to make in the “Urban” genre and giving them a chance to broadcast their talent over the world via YouTube, having over 20million views on his YouTube account, Jamal has become a well known name in the US and Canada as well as the UK underground scene.

Comapnies are looking to SBTV because they represent tthe Urban Scene, instead of researching how to appeal, to the Market. right now SBTV is controlling the music market in a Urban music sense.

Top sports company addidas have been watching closely to what Jamal has accomplished over the last two years and decided to run an campaign called “ we are London “ which a few short episodes all done by Jamal’s media company SBTV that show well known top underground artists and their rise to mainstream fame, and where they have been brought up. This is such a cleaver thing Addidas have done, as the people they are targeting with this campaign would only really know who the artist being shown in the video, in addition there was large product placement in which the artist are shown putting on addidas and walking the streets. This wasn’t a small campaign either many of the artist appearing in the videos are currently on the side of London busses on and all over London billboards.

what I like as well as giving usually “unheard from” in the mainstream a chance to speak. Is opportunity big companies have now given for the youth from urban backgrounds to get involved with different companies, for this I give them 10/10

Here is one of the videos from the “We Are London” Campaign.
Which shows London Urban Artist ‘Devlin’ who a recent signed a Major record deal, and where he grew up and what are the components that shaped him as the successful 21 year old he is today.



This is another “we are London” campaign video from Urban Unsigned artist ‘Bashy’ a former bus driver who recent just came off a world wide music Tour as a support at to band 'The Gorrilaz'.



In addition to this amazing new campaign strategy, from Addidas. Now Sony looking to SBTV to promote new products, in a quite amazing way, look for yourself....