Two Black Cats Records

Le Rev

We’ve launched indie label ‘Two Black Cats Records’ and signed L.A. based band Le Rev.

Their single (Lucky You) is out now on iTunes.

It was the soundtrack to our promo/ad for ghd by ‘The Runaways’ director Floria Sigismondi.

Campaign magazine picked it as one of the top 10 virals of 2010.

We had the single release remixed by dance legends eRNEST & AMz.

It’s free to download here.

Below is an extract from an article in The Guardian by Ben Dowell:

X Factor viewers may have unknowingly witnessed a new and exciting media                                                            phenomenon – but we're not talking about Treyc, Wagner or One Direction.                                                                                                                                            No, this potentially redefining moment came in the commercial break with a 90-second ad                                                                for ghd hair straighteners.

A take on the Cinderella story, the ad sees our heroine fail to notice the stroke of                                                midnight – but, just as her dazzling look is about to disintegrate, the day is saved                                                                                                                        by the product in question.

What is interesting is that the band providing the soundtrack, LA-based four-piece Le Rev, are thought to be the first band to be signed to a UK record label  – Two Black Cats – set up by the British ad agency RKCR/Y&R.

It is a simple idea from the agency responsible for ads for Virgin Atlantic, M&S and the BBC.

"It then seemed the right thing to do. Having a label means an effective single campaign where money is not siphoned off by existing rights and licence holders. The ad agency benefits, the band benefits and the client benefits because of the greater exposure from a record release as well as the financial savings."

Using music in an advert that is owned by a big label means it can take six to eight weeks for a record release, particularly if you want to secure radio airtime, says the agency's head of music, Dan Neale. "But if we are the label, we can have everything in place in advance for a likely hit and have a release in place at the same time as an ad campaign."

Le Rev's single is being released next month during the two-month ghd campaign and Neale "has an eye" on one other unsigned band. He expects Two Black Cats to manage a "handful" of bands going into next year.

"We are modelling what we do on a small indie label," he says. "Everything is a punt and this may or may not make us money.          But it is also about us pushing music we like and getting it out there. Owning a label seems a good fit because we are in the creative business, after all."

You can view the Floria Sigismondi promo here.

And the Two Black Cats alternative promo

on youtube below.

Definitely one for the boys.

www.myspace.com/lerev