UMe brings cutting-edge music to the sweeping campaign supporting Harley-Davidson’s revolutionary 2014 line of motorcycles.
Universal Music Enterprises (UMe) has partnered with Harley-Davidson for a global marketing campaign supporting Harley-Davidson’s revolutionary new line of 2014 motorcycles. UMe has worked with Harley-Davidson to integrate new, exclusive music with the sweeping, yearlong campaign, starting with a modern take on the iconic Lennon/McCartney composition, “Come Together,” by The Strypes, four young rockers from Ireland, released through Photo Finish Records in the U.S.
The innovative campaign showcases new motorcycle innovations under the banner Project RUSHMORE, the outcome of a new customer-driven product development effort, which Harley-Davidson implemented to re-engineer the world’s best-selling line of touring motorcycles. Encompassing television, online and print, the initiatives have launched with a new television commercial called “Our Night,” which opens with a rider utilizing voice recognition to tell his motorcycle to “Play track one,” ripping into The Strypes’ version of “Come Together.” After crowd-sourcing the music industry for bands to reimagine the globally recognized tune, UMe delivered the passionate, high-energy remake by The Strypes to Harley-Davidson.
The Strypes are a four-piece rhythm and blues band hailing from Cavan, Ireland, formed in 2011 by Ross Farrelly (lead vocals/harmonica), Josh McClorey (lead guitar/vocals), Pete O’Hanlon (bass guitar/harmonica) and Evan Walsh (drums). The group has spent the past 18 months launching their explosive rhythm & blues assault on the clubs and festivals of Ireland, the UK and Europe, hammering out a no-nonsense blues repertoire drawn from the songbooks of Chuck Berry, Bo Diddley, Howlin’ Wolf, Little Walter, Slim Harpo and more with the passion and venom of British blues groups such as Dr. Feelgood, The Yardbirds, The Rolling Stones and The Animals.
“The Harley-Davidson brand and the importance of their global marketing launch required a cutting-edge band that could reimagine this iconic song. We knew The Strypes were the perfect choice bringing their raw intensity to the song to make a powerful statement and capture the vision of Harley-Davidson,” said Tom Rowland, Sr. Vice-President, Universal Music Enterprises (UMe).
“‘Come Together’ is not merely a song in our spot – it’s an anthem for our relationship with our fans,” said Mark-Hans Richer, Harley-Davidson Senior Vice President and Chief Marketing Officer. “They’re at the heart of everything we do. We help our customers express themselves through our motorcycles, clothing and experiences. No one is more emotionally vested in Harley-Davidson than our fans. And, The Strypes brought that to life with their rendition of ‘Come Together.’ It was the perfect fit for our Harley-Davidson brand.”
The Strypes’ “Come Together” on iTunes: smarturl.it/iStrypesComeTogether