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The music from the T-Mobile advertising campain

01:00 Wed 03rd Jul 2002 |

The latest music from a TV advert to generate lots on interest on the site is the T-Mobile campaign - you know, the one with the baby's face... and the haunting, chilled dance track. The song is So Easy by a Norwegian duo called Royksopp, and their record label have big hopes for the track, the album it comes from and the band.

"A really successful record"
"Fingers crossed we're looking at a really successful record," says Mark Jones, the man behind their record label Wall Of Sound. "250,000 copies of the album have already been sold worldwide. It's already certified silver in the UK (60,000 units) and it's gone platinum in their native Norway."

He's talking about the album, Melody AM. NME was enamoured of "the mood... pure post-clubbing afterglow, in bed with your loved one, in some snowbound Ikea log cabin".

Q magazine described it as "chilled but still danceable, melodic yet not saccharine, accessible but free from clich, it's enough to restore the disillusioned's faith in dance music".

It was also named album of the month in pretty well every dance magazine going.

The T-Mobile song, So Easy, will be released as a double-A sided single with another track, Eple, later in the year, (probably October). Expect it comfortably to top the charts, if the interest on Theanswerbank is anything to go by.

In the wake of Moby's phenomenal success with Play, lots of new music gets heard on commercials.

Wall Of Sound aren't shy about the licencing of their tracks - there's even a phone number printed on the back of the CD for prospective licencees to call - but this isn't a new thing for them. That number has appeared on every WoS release for ten years.

"Wall Of Sound were one of the first labels to get involved in commercials," says Mark Jones.

"We've had lots of success with ads - the Propellerheads (Jaguar, Adidas) and a big, big record with The Wiseguys [Ooh La La reached No.2 in 1999 on the back of a Budweiser ad].

"I love it if it helps sell records - but it's not why we do it.

"My job is to sell records, not compromise the artists' or the label's integrity."

Moby was famous for sticking his music everywhere. Jones is being more careful.

"With Royksopp we turned down lots of licensing requests [before T-Mobile]. We wanted the first sync to be really important and the ad is really cool. It works really well."

Jones believes there are two reasons why we hear more contemporary music in TV commercial these days.

"The agencies are getting more creative with what they do. And it's getting harder and harder for labels, especially small and specialist ones, to get their music heard and recognised. But this really helps."

And what of Svein and Torbjorn They are currently back home in Norway. There's a new-born baby to care for as well as the prospect of a worldwide riches.

The two have cited influences as varied as Eric Satie, porn producer Francis Lai, and ambient pioneer Biosphere. The longeurs of the Land of the Midnight Sun can't be discounted. It's an unlikely blend from which to produce a hit record but somehow it works. Expect lots from them as they take to the stage at V2002 and on a UK tour in December. By which time they could be introducing their first UK Number One.

That will be something to call home about.

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