ZURICH--(BUSINESS WIRE)--NESTEA is partnering with Grammy-nominated, multi-platinum, singer/songwriter Natasha Bedingfield for the 2017 ‘Taste of Freedom’ campaign. This creative collaboration will feature an original record and accompanying music video, “Let Go,” recorded by Bedingfield and produced by Grammy-nominated Justin Stanley (Eric Clapton, Gary Clark Jr., Elton John). “Let Go”, aims to encourage people to exhale, take a break from their daily hustle to enjoy a moment of serenity; the track will be used throughout NESTEA’s integrated marketing campaign appearing as the soundtrack for TV advertisements, digital marketing efforts, instore and exclusive social content.
Natasha Bedingfield added, “In the busy world we're living in, it’s far too easy to get stressed out, clinging to our mobile phones, working too hard and not unplugging as much as we could. I love the idea of NESTEA’s ‘taste of freedom’ campaign – asking us all to ‘Let Go’, put the sun on our faces and give ourselves a moment to take a deep breath. This freedom is very much the spirit of what I believe music should be about: letting go.”
The record will be released worldwide by MINOS EMI a Universal Music Company, label President, Margarita Matsa stated, “It’s a great honor for us to release worldwide a new song from such a wonderful artist like Natasha and to participate in this unique and innovative campaign.”
NESTEA International Marketing Director Marcos De la Torre added, “Substantial research has shown that millennials are far too stressed, and it’s usually from the small annoyances of modern life like traffic jams, delayed metro, a grumpy boss, endless meetings, IT issues, etc. We believe that by stepping out for a moment and looking past these everyday irritations, you can gain some valuable perspective and realize that at the end of the day, these small worries can be overcome with a more relaxed attitude. Tea is known for its calming and relaxing properties. NESTEA believes that building the habit of drinking more tea and taking things easier will help people cope with the everyday stress and even put and smile on their faces. Working on this campaign with Natasha is allowing us to spread our brand message in a more engaging and enjoyable to listen way than traditional advertising.”
This creative collaboration comes courtesy of Deviant Ventures, which specializes in integration of music and brands. Chief of Possibilities, Umut Özaydinli notes “Natasha’s partnership with NESTEA is another example of the ever-changing music landscape and an innovative example of native advertising – where artists can partner with brands they believe in to create music that serves as a rallying cry to bring the brand’s message to life.” Ozaydinli believes, “NESTEA is at the forefront of using music videos in place of the traditional television spot as part of digital and social marketing efforts.” Ozaydinli also explained “most of us have office jobs, the marketing efforts around the release of the track and the music video will invite people to take a break from their daily routine, enjoy a great tune and let go a little. Deviant Ventures is excited to continuously bridge the gap between brands like NESTEA and musicians like Natasha Bedingfield.”
“Let Go” will be released to media platforms worldwide on March 24th.
Watch Natasha Bedingfield’s “Let Go” here: https://www.youtube.com/watch?v=nMIzd2e_k4E&feature=youtu.be
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About NATASHA BEDINGFIELD
Ever since her Grammy-nominated multi-platinum debut in 2004, British-born Natasha Bedingfield has become one of the world's most inspiring and respected female singer-songwriters. With three celebrated albums under her belt and a diverse set of collaborations with artists that vary from Nicki Minaj to Big Sean to Rascal Flatts and Lang Lang, her artistic breadth is rich. Hits like “Unwritten,” “These Words” and “Pocketful of Sunshine”, ‘Single’, ’Soulmate’ and ‘Love Like This’ topped international charts. In addition to her albums - “Unwritten,” “Pocketful of Sunshine,” and “Strip Me” - Natasha has had more than 20 songs used in films, which says a lot about how her ability to capture emotion through music. In 2015 she also collaborated with legends Sir Paul McCartney, Jon Bon Jovi, and Sheryl Crow in the inspiring “Love Song to Earth."
As a dynamic performer with one of the most powerful voices of her generation, Natasha has toured extensively around the world and performed at numerous distinguished events including the Nobel Peace Prize Concert, the Dalai Lama's Common Ground for Peace and the White House's "The Motown Sound.” In 2016 she was one of the headliners on the legendary “Night of the Proms” tour in Europe, mentored by artists like Chaka Khan, Simple Minds and John Miles. In spring 2017 she embarks on an extensive amphitheater tour into the summer across the United States supporting Train. Additionally, she will be singing the end title song for the new Disney Channel series “Tangled” based on the hugely successful film and she will be releasing more new music coming in 2017.