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Ad agency swings record deal

3 September 2004

In an unprecedented move, leading London-based ad agency Bartle Bogle Hegarty launched themselves as a rock music publisher, reports the Guardian.

BBH’s first signing – a 4-piece band called Reactor – are best known for the single ‘Feeling the Love’ which has been used in a recent Lynx deoderant ad campaign – an account also managed by Bartle Bogle Hegarty.

Whilst Reactor retain the usual musician’s copyrights and moral rights, BBH are now acting as their official music biz liaison in order to cut deals – the first being to sign them to record label EMI. BBH’s move lands them greater control and a share of the band’s profits, which could be lucrative if Reactor follow the lead of other bands such as The Clash and Marvin Gaye, both of whom topped the UK charts on the back of a BBH ad campaigns, that time for the famous Levi’s jeans ad series.

Reactor's manager, Fay Woolven, said the band had gone with the Lynx deal because it was "difficult to get heard" in today's cut-throat music market dominated by teen bands.

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